Best in Food and Beverage in Social Media - Shorty Awards

12th Annual Shorty Awards Categories

The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.

Influencers

Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 11th Annual Shorty Awards Best in Food and Beverage

This awards honors the best use of social media in a marketing campaign by a food and beverage brand. Campaign objectives may include the launch of a new beverage, the opening of a restaurant, the promotion of a sustainable food brand and more.

See previous winners and honorees here.

If applicable, please see our category for Wine, Beer & Spirits.

Winner

Food & Beverage

Hershey & Epic Meal Time crush the munchies with Oh Henry! 4:25

Oh Henry! is Canada's #1 chocolate bar for hunger, but millennials are still more likely to think of Snickers when they get hungry. In fact, majority of Oh Henry! consumers are 45+.We were tasked with strengthening Oh Henry!'s leadership position. The brand needed a way to win the attention and the affection of a younger generation of hunger bar b…

Finalists

Food & Beverage

Heinz entered 2018 amidst an escalating war in the condiment aisle. The brand, which dominates ketchup, had earlier made a successful move into mustard and was now eyeing a push into mayonnaise. Mayo, for its part, is dominated by one main competitor, which itself was prepping a ketchup launch. Yet despite the category being particularly cluttered…

Food & Beverage

Applebee’s Dollar Zombie & Dollar Jolly

With more than half of America preferring to drink at home, Applebee's needed to generate a significant amount awareness and excitement for their new Neighborhood Drinks specials to get people in the door. We set out to create digital content that was not only splashy and engaging for our millennial audience, but was able to deliver on our neighbo…

Food & Beverage

BUILT WITH CHOCOLATE MILK: Your Favorite Athlete’s Secret Weapon

After decades of declining milk consumption, published research identified a new usage occasion for chocolate milk: as an effective beverage for helping active adults recover after strenuous exercise. Recognizing this opportunity to engage with a new audience and drive sales of flavored milk, the BUILT WITH CHOCOLATE MILK (BWCM) campaign targeted …

Food & Beverage

Rice Krispies Treats® Love Notes

Back-to-school is a cluttered time with a multitude of brands fighting for mindshare. It is also an emotional period for both parents and kids, filled with excitement, fear, happiness and nervousness. Parents want to ease their kid's transition back to the classroom with the right products to set them up for success.In order to get noticed and cre…

Food & Beverage

Starbucks Happy Hour

Starbucks is a morning essential, but not necessarily an afternoon destination. In order to drive more afternoon visits, Starbucks created a new Happy Hour program offering personalized deals on Starbucks beverages from 3-5pm. Our challenge was to create a paid social campaign that would drive both awareness of and participation in the Happy Hour…

Nominees

Food & Beverage

Boxed Water: Billions of Bottles

Fast Company described 2018 as "the year the world finally started to wake up to the dangers of plastic." Google search trends in 2018 for "plastic pollution" were up 225% from the year prior. Cities and corporations across the globe announced bans on plastic straws. Since its founding in 2009, Boxed Water was ahead of its time – the first national company …

Food & Beverage

Cheez Doodles Creates a Cheesy Cult Life Coach

After more than 20 years of media silence, Cheez Doodles fell off of consumers' radars with the exception of the Boomer loyalists. Snack brands like Cheetos, Doritos, Skittles, M&Ms, and Snickers are leading the youth snacking market with serious distribution and spending upwards of $30MM+ each in media, annually (Kantar Media, 04/17).Cheez Doodles is not o…

Food & Beverage

Fall Into Fro-Yo: Yasso’s Pumpkin Cheesecake Flavor Launch

Hitting the shelves in 2011 as the first-to-market frozen Greek yogurt offering, Yasso has since established itself as a dessert disruptor in the category, competing against the most well-known, legacy brands in the space like Nestle, Unilever and more. With its successful track record - leapfrogging many household names in brand rank, and winning the loyal…

Food & Beverage

Guac Is Not Extra

Chipotle needed to shift consumer behavior from in-restaurant to online channels, but in 2018 only a small percentage knew they could order online or in app. Our challenge was to drive mass awareness of online ordering and drive downloads of the Chipotle app.

Food & Beverage

M&M'S RED NOSE DAY 2018

For the fourth year in a row, M&M'S partnered with Red Nose Day to help America come together to raise money to ensure that children in need are safe, healthy and educated, both in the U.S. and around the world. While the brand has been a part of Red Nose Day for several years now, the link between M&M's donation and the direct impact on beneficiaries wasn'…

Food & Beverage

Oscar Mayer Hotline

Oscar Mayer is a storied brand that's been around for generations. Nearly everyone has their famous jingles memorized. Young and old routinely recount the first time they saw Oscar Mayer's famous Wienermobile. But all those memories – those positive associations - are anchored in the past, along with their perceptions of Oscar Mayer and its products. Our …

Food & Beverage

Shake Shack App Redesign

In December 2018, Shake Shack relaunched the Shack App, in collaboration with development agency Fuzz, with a redesigned guest check out experience and a new look and feel that specifically address convenience and personalization. Released just under two years ago, the Shack App started as a way to offer our guests a more seamless Shake Shack experience by …

Food & Beverage

The ItAll Social Experiment

We've seen a profound shift today in the way people eat and shop. The diet era born out of the 1980s is gone. Women want brands to give them more than a functional benefit –to surround them with community, tools and support they need on their journey to their best selves, and something few food brands have done. While Lean Cuisine's nearly 40-year past is d…

Food & Beverage

The Raisin Bran Bran Bod

Kellogg's Raisin Bran® has been an American pantry staple for decades. However, media today often focus on the brand's sugar content (despite most of its sugar being natural vs. added) instead of its health benefits related to fiber. In turn, consumers under 45 often overlook Raisin Bran when seeking healthy breakfast options. Our goal was to leverage infl…

Food & Beverage

Twizzlers/The Daily Show with Trevor Noah: The Last Straw

Follow the news with any regularity and you're likely aware by now that plastic straws are a scourge on the environment. Twizzlers posited the repurposing of their classic snack into an edible beverage suction device (aka a straw) as a cheeky but only partly facetious response to a real problem, and they needed to get the word out about this deliciously gro…

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

the 12th annual shorty awards will take place on may 3rd.