2025 Winner

Philadelphia Cream Cheese’s “Philly Bagel Wholes” took an online debate into the real world by creating a bagel with no hole – which meant there was more room to spread cream cheese. The campaign, which included “first taste” opportunities with select media and partnerships with food influencers, targeted ‘bagel cities.’ The campaign earned nine days of continuous coverage and more than 308 million impressions – the highest for any Canadian Kraft Heinz campaign. One Montreal bagel shop sold $26,000 worth of no-hole bagels alone, and total sales across all partner bagel shops totalled over $100,000, with sales of Philly increasing by 30.1%.

Credits

CCO: Aaron Starkman, Mike Dubrick
CSO: Sean McDonald
ECD: Xavier Blais
Head of Strategy: Julian Morgan
Strategist: Matt Michels, Pirooz Malektojar
Associate Creative Director: Marko Pandza, Jason Kerr
Art Director: Jason Kerr
Writer: Marko Pandza, Brigitte Pinsonneault
Director of Integrated Content: Todd Harrison
Associate Director of Digital Production: Kyle Hicks
Digital Designer: Dustin Gamble
Director of Print Production: AJ Merrick
Senior Integrated Producer: Narine Artinian
Studio Artist: Kostas Loukopoulos
Senior Studio Artist: Carl DeVouge
Studio Manager: Todd Bennett
Director of Broadcast Production: Shelby Spigelman
Broadcast Producer: Alex Butt
Group Business Lead: Adam Ball
Group Account Director: Rob Dix
Account Director: Ilhaam Jiwaji, Joanna Oszczak, Catherine Mainville
Account Supervisor: Jamie Flatow, Monica Ha
Account Manager: Sharlyn Barahona
Editorial: Saints Editorial
Editor: Giuseppe Piccolo
Executive Producer (Editorial): Emily McKay
Motion Graphics / VFX: Gimmick Studios
Creative Director (VFX): Benoit Fortier
Producer (VFX): Marilou Roberge, Gabrielle Dorre
Audio: OSO Audio
Creative Directors (Audio): Harry Knazan, Daenen Bramberger
Executive Producer (Audio): Hannah Graham
Senior Producer (Audio): Lauren Dobbie
Engineer: Omid Geadizadeh
PR: Zeno Group
Media: Starcom, Carat
Client: Keenan White, Kaitlin Kocsis, Anne Field