min Award Winners
Marketing Campaign: Food & Beverage
WINNER: Trusted Media Brand, Inc. | Taste of Home #holidayheritage by Folgers
Anchored in Taste of Home’s Gingerbread BLVD event, the brand created a live experience that put Taste of Home and Folgers at the center of the country’s holiday celebration. The program was designed to both engage families across the country while driving to a larger-than-life experience in New York City. The brand did this by first creating a custom content series and then inviting consumers to share their own #holidayheritage on social. User-submitted photos then powered a real-time feed that ran at Gingerbread BLVD and across the brand’s site.
For the two weeks that Gingerbread BLVD was live, lines consistently wrapped around the park and consumers waited up to two hours. Good Morning America, Huffington Post and Curbed all hosted Facebook Live segments direct from the event, which garnered 325,000 total visitors, 100M press impressions and 21.5M digital impressions.