2022 Winners & Shortlists

Why is this work relevant for Integrated?

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

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

Describe the strategy

Please watch the case film

Describe the execution

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

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.