2021 Winner

CASE SUMMARY

Objective & Challenge

When Canada went into lockdown in early 2020, Canadians took up baking like never before. And while Robin Hood, the country’s #1 flour provider, had plenty of product on reserve, a baking craze combined with the country stockpiling staple ingredients saw a sudden surge in demand for flour at the exact same time COVID-19 safety protocols were slowing packaging production. Grocery store shelves were clearing out fast. Robin Hood needed a way to get Canadians the flour they needed faster.

Execution
The solution: Redesign the packaging to speed up production. For the first time in 40 years, Robin Hood stopped using its yellow pack, and instead switched to a brown paper bag branded with a simple stamp. In doing so, they skipped multiple steps of their usual packaging production process to get flour back onto shelves sooner. To let everyone know about the packaging change, updates were released as packs were delivered to grocery stores from coast-to-coast, with in-store messaging, social posts and a rebranding of Robin Hood’s website.

Results
While the packaging change received coverage from news outlets like CBC and ABC, and led to a 1,100% increase in positive brand mentions, most importantly, the new All Purpose Packaging got Canadians the flour they needed up to 2 months sooner.

Credits

Agency:
Leo Burnett President: Ben Tarr
Leo Burnett Chief Creative Officer: Lisa Greenberg
Leo Burnett SVP. Creative Director: Steve Persico
Leo Burnett SVP, Creative Director: Anthony Chelvanathan
Leo Burnett Creative Director: Kohl Forsberg
Leo Burnett Creative Director: Paul Giannetta
Leo Burnett Head of Design: Man Wai Wong
Leo Burnett Art Director: Runda Dong
Leo Burnett VP, Group Account Director: David Buckspan
Leo Burnett Group Account Director: Daniel Zimmerman
Leo Burnett Account Director: Kat Palka
Leo Burnett Account Supervisor: Janelle Pepin

Client: The J.M. Smucker Co. - Canada
The J.M. Smucker Co. - Canada VP, Marketing: Adam Zitney
The J.M. Smucker Co. - Canada Director of Marketing: Ariel Benibgui
The J.M. Smucker Co. - Canada Consumer Engagement Lead, Canada: Jenny Thorne
The J.M. Smucker Co. - Canada Sr. Manager, Marketing Communications: Sarah Brown
The J.M. Smucker Co. - Canada Brand Manager: Jenny Siu
The J.M. Smucker Co. - Canada Assistant Brand Manager: Nita Sandhu
The J.M. Smucker Co. - Canada VP, Supply Chain & Operations: Todd Campbell
The J.M. Smucker Co. - Canada Contract Manufacturing Manager: Cristina Anghelescu