LUCKY IRON FISH
The Cambodian diet of rice and fish has very little iron and supplements are too expensive for them
What was the opportunity
Bagels are the most beloved and essential vehicle for cream cheese among millennials.
What was the insight
Committed to reducing the effect of iron deficiency for millions, we ensured the project was sustainable
What drove earned PR?
Millennials' preference for store brands threatens Philadelphia's market share and cultural relevance.
What is the business problem
A simple, iconic symbol of health and good luck for Cambodians – A FISH called Try Kantrop
What was the insight
#SadBagel tapped into cultural outrage and humor over the cream cheese-less bagel emoji.
What drove engagement
We studied local design nuances and created a mould for a design that was already in every household
What drove action?
Champion the cultural significance of the bagel and cream cheese combination to drive emotional connection and loyalty.
What was the role of the brand
We employ local people to produce the handmade packaging using local weaving methods.
What launched the campaign?
Public outcry and social media buzz pressured Apple to add cream cheese to its emoji, securing widespread media coverage.
What drove earned PR