At the Netherland’s Effie Awards 2022, OMD Netherlands was awarded gold and silver awards at one of the industry’s most prestigious honours that hero “ideas that work”.

Recognised as a global symbol of achievement, OMD Netherlands was celebrated for their work with PepsiCo for the Lay’s ‘Iconic Restaurant Flavours’ Campaign and McDonald’s for the ‘Good Times in your Pocket’ campaign.

The gold win for PepsiCo, Lay’s, showcased a unique partnership between the crisp brand and three beloved restaurants: Pizza Hut, KFC, and Subway, which introduced flavours inspired by their most famous dishes.

Bringing together strategy, a phased campaign approach and co-branding activations, it was the most successful innovation within Food in 2021 and the most successful Lay’s campaign, in the past decade, in the Netherlands.

The work was recognised in the ‘Successful Introduction’ category for being ‘an example of powerful co-branding that knows how to touch and move consumers’.

Also crowned silver with McDonald’s Netherland, the team were credited for their multi-year strategy and mobilefirst customer experience case in the ‘Branded Customer Experience’ category.

Developing a digital first approach, the OMD team worked with McDonald’s to create spontaneous moments of happiness using the McDonald’s app to create ‘Good Times in your Pocket’ with a personal approach that used data and technology as a foundation to create fun, value, and convenience for consumers.

As a result, brand preference among the app audience grew by 18%, with more than 1 million monthly active users, the app is its biggest driver of revenue growth.

The campaign was recognised for its synergy between a data-driven, personal approach and the emotional power of a brand experience full of fun and value, to create brand preference and growth.

To see the full winners list from the night and read more on the award-winning campaigns above, find out more here.