2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

please watch the case film

Background

please watch the case film To introduce Hardee’s iconic Mushroom & Swiss sauce to GEN-Z, we needed a new way to be noticed beyond a regular LTO campaign and promotion. As a challenger brand we just didn’t have the media firepower of our competitors.

Describe the creative idea (20% of vote)

please watch the case film We turned the sauce into the world’s newest, coolest, hippest fashion brand — called MUSHROOM & SWISS.

Describe the strategy (20% of vote)

please watch the case film

Describe the execution (30% of vote)

please watch the case film We hired a young streetwear fashion designer to design a full collection, using the two ingredients as the central inspiration within each piece. We then hired a Vogue director (Augusta Quaynor) to shoot our campaign. We launched the collection during Dubai Fashion Week, and it sold out in minutes — immediately becoming collectors’ items - setting Ebay on fire.

List the results (30% of vote)

please watch the case film Our iconic sauce was noticed in a whole new way — driving unprecedented footfall, social interactions, and ultimately sales. The first sauce you could wear sold-out off the menu.