PrettyGreen
Restaurant of Imagination
Our judges loved the creativity and research that went into this campaign by PrettyGreen, applauding its outstanding 360-degree execution in promoting Hasbro's Play-Doh, Busy Chef’s Kitchen.
Recognising the challenges parents face with picky eaters, the campaign strategically engaged pre-schoolers through imaginative play, transforming mealtimes into magical experiences.
The campaign's success stemmed from its holistic, earned-first approach, seamlessly integrating influencer partnerships, social media, press coverage, and a pop-up event that turned Play-Doh creations into real-life meals. This multi-channel strategy generated an impressive reach of 549 million, effectively driving awareness and consideration for the Busy Chef’s Kitchen.
Judges praised the campaign for its deep insights, creative execution, and strategic touchpoints, all of which exceeded objectives and set a benchmark for integrated campaigns. This achievement highlights its exceptional ability to blend creativity with impactful results, earning its well-deserved recognition.
Judges Comments
“Fantastic, flawless approach to this campaign. Great work.”
The Most Effective Integrated Campaign award was sponsored by The Goat Agency
