4th Annual Shorty Social Good Awards Categories


Entries are now closed. Stay tuned for the finalist announcements in mid-October.

From the 7th Annual Shorty Awards Best in Food & 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.

Click here to see the previous winner and nominees.


For alcoholic beverages, please see our category for Wine, Beer & Spirits.

Finalists

finalist
Carla Hall, Kickstarter
"Hootie hoo!" Shorty Award judges! When Carla Hall, co-host of ABC's The Chew, former Top Chef finalist and cookbook author, decided that the time had come for her to open Carla Hall's Southern Kitchen, a neighborhood eatery serving up old-fashioned, slow-cooked southern food in New York City, she called upon GLOW to add the heat. Last fall, GLO...
finalist
Cheetos Bag of Bones
Every Halloween, Americans spend about $2 billion on candy. And Cheetos wanted in on that action. We faced a daunting challenge: get people to eat and talk about Cheetos, a savory snack, on candy's biggest day of the year. And we needed to do so without a big budget.We knew that making Halloween-focused ads wouldn't be enough to break through. I...
finalist
Hebrew National Scores a Touchdown with NFL: National Franks League
Edelman was recently tasked with driving awareness and demand for Hebrew National hot dogs during the cluttered tailgating season and with a budget of only $50,000. Putting content at the core, the team built a scrappy, efficient, cross-channel activation titled "NFL: National Franks League"— a series featuring hot dog toppings inspired by ea...
finalist
Wake Up & Smell The Bacon
Americans have been waking up to the scent and sizzle of Oscar Mayer bacon for over 100 years. However, in the grocery aisle, consumers see all bacon brands as largely the same and Oscar Mayer costs a dollar more than store brands. To stand out as the better bacon worth their extra dollar, Oscar Mayer couldn't just buy their attention; it had...

Nominees

Blue Bunny Shake Week
Discovery Channel's Shark Week has been an annual cluster of programming in July or August since 1988. It is now the longest-running cable television programming event in history according to The Atlantic. The event has evolved to become part of summer time pop culture and brands have chased after the event online to draw in the audience through social me...
Burger King "Chicken Fries are Back"
Burger King had pioneered fast food customization with its "Have it Your Way" slogan, but in early 2014, it found itself in a competitive market. Attracting the millennial attention—and finding creative ways to accommodate their new behaviors, tastes and routines—wasn't easy.To get more teens and young millennials in the door, we needed to get them excite...
DDTyme
Dunkin' Donuts wanted to create a coffee promotion to reach Millennials. We added Julian Edelman of the New England Patriots, comedian co-host Don Zollo, and the perfect setting in Boston, MA to make it an engaging story.We called it DDTyme. First we built excitement across social. Then we hosted an event, where fans got to participate in :11 with #11 (11...
Denny's
Over the past year, we've made a push to attract millennials and Gen Xers online and in the social space. Our challenge? How do we bring a classic brand into the social and digital space in a relevant and unexpected way? On social, we started by winning the hearts and stomachs of customers everywhere. We did this by grabbing conversations happening natura...
Frank’s RedHot Lovers Unite: We Put That $#!t on Everything
PurposeFrank's RedHot, a leading hot sauce brand known mostly in the Northeast and Midwest, lacked the nationwide awareness it needed to gain an edge on its competition. The brand's popular broadcast ad slogan "I Put That $#!t on Everything," needed a fresh update for its cult following of passionate fans and the social and digital media they engage with....
Getting Try-Curious with Butterfinger Cups
No major candy brand had ever directly taken on Reese's with their own peanut butter cup. With a winning combination, Butterfinger decided to launch Butterfinger Peanut Butter Cups and approached Threshold Interactive to kickstart the digital campaign and drive consumer anticipation online.We knew people would be curious to try Butterfinger's version, so ...
Hain Celestial’s Tyson’s Pro Tips®
The Hain Celestial Group, Inc. a leading organic and natural products company providing consumers with A Healthier Way of Life™, tapped ICED Media® to launch a digital campaign to generate awareness for Hain Celestial®, while driving purchase interest of its wide array of packaged food and personal care products. In partnership with NBA Champion and Cente...
Horizon Organic Goes Back To School
The objective of the Horizon Organic Back To School Campaign was to drive trial and awareness of new Horizon products through social buzz and engagement during the back-to-school drive period. Additionally, the team endeavored to test a consumer facing partnership with our newly acquired sister company, Earthbound Farm. Tactics included: social game and s...
Keurig #BrewTunes
In 2014, Keurig launched the Keurig 2.0 – a state-of-the-art brewer with even more flavors and options, and a proprietary brewing system that required users to use the Keurig system to remain in the Keurig family. Keurig needed to spark excitement with Keurig owners and give them a reason to try new and expanded flavors — occasions to discover their Keur...
Launch of Summer Ice Pop
Tic Tac® wanted its launch of the new Summer Ice Pop flavor to resonate with its Millennial target audience and gain traction for the brand. Social listening insights revealed that Tic Tac® fans are passionate about its unique flavors and view social media as their primary source for product news.These insights prompted Tic Tac® to undertake its first dig...
Mission Apolo: Built With Chocolate Milk
After decades of a steady decline in milk consumption, published research identified a new usage occasion and a new audience for chocolate milk: an effective beverage for helping active adults recover after strenuous exercise. Recognizing this as an opportunity to engage lapsed milk drinkers, drive sales of flavored milk and provide a positive health halo...
Nestlé Fitness Bra Cam
Nestle Fitness cereal asked us to find a way to remind and inspire women around the world to check their breasts. Early breast checks are one of the best ways to combat breast cancer, as early signs are more easily treatable. But unfortunately regular breast checks are often left forgotten by women. Our solution was to get women to see breast checks in a ...
Now You're Cooking - Everyday
'Now You're Cooking - Everyday' was a 3-day live stream cooking event, hosted on Tumblr, created to help inspire home cooks and showcase a new range of kitchen appliances from Electrolux, "The Expressionist Range".Over the campaign period we hosted guest chefs, contests integrated with Twitter #NowYoureCooking, giveaways, an Instagram workshop, used over ...
Nutella & Social Media: A Perfect Pairing
Nutella: Social Experience Lots of people know Nutella, but not many know it isn't just for toast. With low repeat purchases and competitors biting into business, Nutella needed help.Research found Nutella had a young, active online audience open to finding and sharing new ways for using the spread. We knew Nutella could connect with them to inspire ver...
Papa John’s Custom NFL Team Pizzas
Objective: Showcase the partnership between Papa John's and the NFL in a unique way and launch the brand's Instagram channel during the NFL draft— a teaser to our larger NFL season long program. Strategy: In order to create shareable, engaging content as well as highlight the better ingredients used in Papa John's pizza, we gave NFL fans, their very own p...
Peperami World Cup
Pepsi Max Break the Ice on Snapchat
Share It Forward with Coca-Cola at Walmart
While Millennials represent a key advertising target for Coca-Cola, the company brand messaging at Walmart has historically targeted moms. In order to motivate Millennials to shop for Coca-Cola products at Walmart, Collective Bias (CB) and Shopper Events were engaged to create media stories and an in-store event that targeted Millennials, using a fresh ap...
Small Batch Beer Co. Integrated Campaign
Small Batch Beer Company had a vision to brew unique and creative beers using only a one-barrel system. That vision was full of passion, yes. But full of money? Not so much. So they contacted Mullen NC. It all started with our creating a Kickstarter video that told the Small Batch story. Taste buds watered, wallets opened and the nanobrewery reached its g...
Small Batch Beer Co. Website Redesign
All too often bar and restaurant websites are just static menus in digital form. Brew pubs list what beers are on tap, but customers never know when those beers will be "tapped out" or when new beers will be added. This was a problem for Small Batch Beer Company which brews unique beers in very small quantities. Their "on tap" menu of eight custom beer...
Starbucks Pumpkin Spice Latte Fall 2014
In 2003, Starbucks' Pumpkin Spice Latte (affectionately known as PSL) emerged on the scene and quickly established itself as the cultural sign that fall had arrived.Cut to 2014 and Pumpkin spice is everywhere, from bagels to beer.In this pumpkined-out world, Starbucks faced a challenge: to reinforce Pumpkin Spice Latte as the beverage that sparked the pum...
Stirring Up Love "Outside the Cup"
Love may be a many-splendored thing, but when it comes to professing it with panache on Valentine's Day, even poets and master artists are rendered speechless. Coffee-mate, a brand named for its perfect soul mate, wanted to step outside the cup to brew new fan connections, creating bonds that go beyond marketing speak. And coupons don't engender love. The...
Summer of Baja
Following its birth as an exclusive Taco Bell flavor in 2004, Mountain Dew Baja Blast quickly became one of the restaurant's most in-demand fountain beverages. For years, DEW heard pleas from fans, begging that Baja Blast be sold at retail. In 2014, DEW wanted to grant that wish to Baja Blast fans with a limited time offer that would deliver the good news...
The Few & Far Between: Tales of Mischief, Revelry and Whiskey
OBJECTIVEJack Daniel's (JDTW) attraction was softening amongst LDA-29 occasional drinkers. It's not that they don't respect Jack Daniel's, it's that they were starting to gravitate towards experiences offered by competitors that feel more relevant to their lives. We needed to reestablish the brand as an icon committed to the same principles they value- of...
Twin Pickings #BetterTogether
Jacob's Creek Twin Pickings was launched in 2013 to recruit our future generation of wine drinkers, a key focus for Jacob's Creek. At launch we significantly invested behind a TVC, driving short term awareness but failing to explain the product benefit and connect with the target consumer (young females) in a meaningful way. In year 2 we needed to cut t...
Unexpected Moments Inspire an #OpenUp Movement
In the Arab world, expectations are something we live with every day. We're expected to be engineers, doctors or lawyers, just like our fathers. Or even marry someone our parents have already chosen for us. And these are all pressures that we keep bottled up. During the month of Ramadan - a time when we try to change for the better – we decided to go to t...

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 SHORTY SOCIAL GOOD AWARDS FINALISTS WILL BE ANNOUNCED IN MID-OCTOBER.