Olson Engage Snares Two Major Honors

Kraft Mac & Cheese effort takes Grand Prix at Chiat Awards; Skittles dubbed a "top 40 PR program in the world" at Global SABREs

Olson Engage campaigns were honored with major national and global honors by the two top industry awards shows, continuing a remarkable run of 2016 accolades.

The agency’s work on Kraft Macaroni & Cheese’s “World’s Largest Blind Taste Test” campaign alongside partners Crispin Porter & Bogusky and Starcom took whom the Grand Prix at the Jay Chiat Awards for Strategic Excellence, one of the highest honors in integrated marketing.

The campaign, which promoted the removal of artificial ingredients from the iconic “blue box,” took the unusual step of not communicating the change until 50 million boxes were sold, so brand loyalists would understand that “it’s changed but it hasn’t.”  It resulted in a sizable sales increase.

 Additionally, 2015’s “Marshawn Lynch’s Skittles Press Conference” was honored as one of the “top 40 PR programs in the world” by the Global SABRE Awards, which pit the winners of regional SABRE competitions in North America, Europe and Asia against each other to determine the world’s top campaigns. It’s the third time in four years an Olson Engage campaign has made the list; past recipients were “Dunder Mifflin’s Scranton Super Bowl,” in 2014, and “Oscar Mayer’s “Great American Bacon Barter,” in 2013.

The Skittles campaign has enjoyed a particularly remarkable run of accolades, claiming Best in Show honors at both the Innovation SABRE Awards and Bulldog Reporter Media Relations Awards, winning PR Week’s Product Brand Development Campaign of the Year and nabbing finalist honors at the Shorty Awards.

Other 2016 Engage campaigns for brands such as Blue Moon Brewing Co, Extra Gum and the Belize Tourism Board won SABREs and Effies, and the agency's overall performance in awards shows earned it the No. 7 ranking in the Holmes Report's weighted Global Creative Index, a "pound for pound" ranking of the most creative PR shops on the planet.

To see the full list of Jay Chait Award winners, click here. The Global SABRE Award winners can be viewed here.