2021 Winner
GoldPackaging
Robin Hood
"Robin Hood Flour"
Leo Burnett Toronto
"Robin Hood Flour"
Leo Burnett Toronto
When Canada went into lockdown in early 2020, Canadians took up baking like never before. And while Robin Hood had plenty of product on reserve, a baking craze combined with the country stockpiling staple ingredients saw a sudden surge in demand for four at the same time COVID-19 safety protocols were slowing down its packaging production.
So Robin Hood worked with Leo Burnett to get Canadians the four they needed faster by removing its yellow pack from circulation and replacing it with a brown paper bag branded with a simple stamp. In doing so, the brand was able to skip multiple steps of its packaging production process and quickly get four back onto shelves.
The pivot received coverage from news outlets from the CBC to ABC. It also led to a 1,100% increase in positive brand mentions, with Robin Hood saving the day and getting four to Canadians up to two months sooner than expected.
So Robin Hood worked with Leo Burnett to get Canadians the four they needed faster by removing its yellow pack from circulation and replacing it with a brown paper bag branded with a simple stamp. In doing so, the brand was able to skip multiple steps of its packaging production process and quickly get four back onto shelves.
The pivot received coverage from news outlets from the CBC to ABC. It also led to a 1,100% increase in positive brand mentions, with Robin Hood saving the day and getting four to Canadians up to two months sooner than expected.
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