The Holmes Report’s 50 best public relations SABRE Awards campaigns of the past year were recently honored at the second Global Public Relations Summit. Locally we took home three awards through Fast Horse for their work on "A Window Into the Presidency" for Marvin Windows and Doors, Carmichael Lynch Spong who won in the Consumer Marketing category for their work on "One Last Chance for Twinkie-Lovers" for SuperValu / Jewel-Osco, and Olson in the Food and Beverage category for their work on "The Great American Bacon Barter" for Oscar Mayer.
Fast Horse created “A Window Into the Presidency” campaign emphasizing Marvin Windows and Doors heritage as a century-old, family-owned and operated company that has demonstrated exceptional values of integrity and respect for the communities where it does business. As competitors closed plants and laid off thousands of workers during the long economic downturn, Warroad, Minnesota-based Marvin refused to lay off a single one of its skilled, experienced workers. President Obama made the Marvin story a recurring touchstone of his 2012 campaign appearances, repeatedly holding up the company as an example others should emulate.
While Carmichael Lynch Spong's campaign for Twinkie worked to capture our nation's fascination with mourning the dead Twinkie brand. Yet, Jewel-Osco was receiving one of the last shipments of Twinkies in the U.S. Appealing to the avid and rabid Twinkies brand enthusiasts, they inspired a story that took off in pop culture and played on network news broadcasts, national daily newspapers and, of course, lit up the social chatter lines. Not to mention stirring up a flash mob of grocery shoppers in Jewel food stores.
Lastly, Olson helped highlight Oscar Mayer's bacon product through the pop culture conversation already happening around bacon. Oscar Mayer dropped comedian Josh Sankey in New York City with 3,000 pounds of Butcher Thick Cut Bacon and challenged him to use it to barter his way across the country. No cash. No credit. (And an @baconbarter Twitter handle to solicit and facilitate transactions.) They figured he would score lodging, gas, and meals, but when six pounds of bacon got him into the New York Jets’ sold-out season-opening game against the Buffalo Bills, it was clear bacon had even more buying power than they’d hoped.
"A Window Into the Presidency" Marvin Windows and Doors - Fast Horse
"One Last Chance for Twinkie-Lovers" SuperValu / Jewel-Osco - CL Spong
"The Great American Bacon Barter" Oscar Mayer - Olson