The Kraft Heinz Company

Droga5 *Lead Agency

David Droga, Creative Chairman
Justin Ruben, Group Creative Director
Mietta McFarlane, Senior Copywriter
Luke Chard, Senior Art Director
Tommaso Fontanella, Senior Art Director
Jonny Bauer, Global Chief Strategy Officer
Sarah Garman, Strategy Director
Mara Buta , Strategy Director
Hillary Fink, Communications Strategist
Milly Dunn, Account Supervisor

Starcom

Philadelphia’s future was threatened by millennials’ love of store brands. To turn back the tide, we focused on bagels, the most important vehicle for a schmear. Our job: champion the classic bagel and cream cheese combo in culture. Apple’s release of a cream cheese-less bagel emoji created the perfect opportunity to own the conversation. Ditching the traditional playbook, we led the #SadBagel outrage. This drove increased purchase intent among millennials, delivered significant share gains at the expense of store brands, and convinced Apple to add a schmear to its emoji.