The agency earned Gold and Bronze Lions for Campaigns Supporting Kraft Macaroni & Cheese and Paqui Chips
“The Lions are among the most prestigious awards in our industry and we’re thrilled to receive this recognition on behalf of our teams, our clients and our partner agencies,” said Louise Clements, executive vice president of ICF Olson. “We’re bringing first-class creative, digital and marketing capabilities together to produce campaigns that get attention and drive results, and we’re pleased to receive these sought-after industry honors.”
The “New and Not Improved” campaign for Kraft Macaroni & Cheese received a Gold Lion in the Direct Lions for its response-driven and relationship-building creativity, and a Bronze Lion in the Integrated Lions for its creative aspects. Paqui’s One-Chip Challenge received a Bronze Lion in the Promo & Activation Lions category. The campaign raised awareness of the new, boldly flavored chip brand by selling the spiciest chip in the world in an individual, coffin-shaped box. A national media phenomenon ensued as consumers and media took the challenge for themselves.