Weber Shandwick's 'First Edible Mascot' Wins Grand Prix At 2024 Cannes Lions

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href="/" title="Home">Home</a> <a href="/latest" title="Latest">Latest</a> Weber Shandwick's 'First Edible Mascot' Wins Grand Prix At 2024 Cannes Lions </div> </div> </div> <div class="widget-content"> <div class="wrapper"> <div id="Body_T4CC3BC7D006_Col00" data-label="Article" class="sf_colsIn content-block font-zero"> <div class="article-head" itemscope itemref="article-content-id" itemtype="http://schema.org/NewsArticle"> <meta itemprop="datePublished" content="2024-06-20T21:04:02"/> <meta itemprop="dateModified" content="2024-06-24T16:15:06"/> <link itemprop="mainEntityOfPage" href="https://www.provokemedia.com/latest/article/weber-shandwick's-'first-edible-mascot'-wins-grand-prix-at-2024-cannes-lions" /> <span itemtype="http://schema.org/ImageObject" itemscope itemprop="image"> <img style="display:none !important" itemprop="image" class="full lazyload" src="https://www.provokemedia.com/images/default-source/04-article-images/pop-tarts.png" alt="Weber Shandwick's 'First Edible Mascot' Wins Grand Prix At 2024 Cannes Lions" data-srcset="https://www.provokemedia.com/images/default-source/04-article-images/pop-tarts.png" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" > <meta itemprop="url" content="https://www.provokemedia.com/images/default-source/04-article-images/pop-tarts.png" /> <meta itemprop="width" content="630" /> <meta itemprop="height" content="472" /> </span> <div style="display: none;" itemprop="author" itemscope itemtype="http://schema.org/Person"> <div itemprop="name"><strong>Diana Marszalek</strong></div> </div> <div itemscope itemprop="publisher" itemtype="http://schema.org/Organization" style="display: none;"> <div itemprop="logo" itemscope itemtype="http://schema.org/ImageObject"> <img itemprop="url" src="//www.provokemedia.com/img/logo-wr.png" /> </div> <span itemprop="name">PRovoke Media</span> <div itemprop="description">PRovoke Media's senior reporter</div> </div> <div class="column twothirds-width"> <h1 itemprop="headline">Weber Shandwick's 'First Edible Mascot' Wins Grand Prix At 2024 Cannes Lions</h1> <h2 itemprop="description" class="lead summary">Weber Shandwick's Grand Prix win furthered PR's remarkable showing at this year's Cannes Lions, which also included Golin and Ogilvy Grand Prix wins.</h2> <div class="addthis_sharing_toolbox"></div> </div> </div> <div id="article-content-id" class="column twothirds-width"> <div class="row"> <div class="content-wrapper article author purple"> <div class="author-article"> <a href="/authors/diana-marszalek" class="tint author-link"> <div class="hue"></div> <img src="https://www.provokemedia.com/images/default-source/default-album/diana-headshot1cd0bb4a918367d3ac1bff0000c9ebb1.jpg" data-srcset="https://www.provokemedia.com/images/default-source/default-album/diana-headshot1cd0bb4a918367d3ac1bff0000c9ebb1.jpg" class="lazyload author-image" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" height="173" width="60" alt="Diana Marszalek" /> </a> <div class="icon-wrapper"> <a target="_blank" class="twitter-link" href="https://twitter.com/Dkmarszalek"> <img class="svg icon icon-twitter lazyload" src="/img/icon-twitter.svg" data-srcset="/img/icon-twitter.svg" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" width="16" height="16" onerror="this.onerror=null;this.src ='/img/icon-twitter.png'" /></a> <a target="_blank" class="linkedin-link" href="https://www.linkedin.com/in/diana-marszalek-53384790/"> <img class="svg icon icon-linkedin lazyload" src="/img/icon-linkedin.svg" data-srcset="/img/icon-linkedin.svg" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" width="16" height="16" onerror="this.onerror=null;this.src ='/img/icon-linkedin.png'" /></a> <a href="/cdn-cgi/l/email-protection#52363b333c331222203d243d39373f37363b337c313d3f" class="email-link"> <img class="svg icon icon-email lazyload" src="/img/icon-email.svg" data-srcset="/img/icon-email.svg" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" width="16" height="16" onerror="this.onerror=null;this.src ='/img/icon-email.png'" /></a> </div> </div> <p class="author-wrapper" > <a href="/authors/diana-marszalek" class="author-name"><span >Diana Marszalek</span> </a> <span class="author-date">20 Jun 2024 // 9:04PM GMT</span> </p> <div> <img class="full lazyload" src="https://www.provokemedia.com/images/default-source/04-article-images/pop-tarts.png" alt="Weber Shandwick's 'First Edible Mascot' Wins Grand Prix At 2024 Cannes Lions" data-srcset="https://www.provokemedia.com/images/default-source/04-article-images/pop-tarts.png" srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="> <div itemprop="articleBody" class="article-body"> <div class="top-content-wrp"> <p>CANNES — Furthering PR’s exceptionally strong showing at the 2024 Cannes Lions, Weber Shandwick’s ‘First Edible Mascot’ work for Kellanova Pop-Tarts has won a Grand Prix for brand experience & activation, becoming the first-ever PR agency to win the award in the category.<br /> <br /> Led by Weber Shandwick in partnership with client Kellanova, as well as with Florida Citrus Sports, Publicis, and others, ‘The First Edible Mascot’ was Pop-Tarts’ single biggest earned campaign ever. The initiative revolved around making a mascot out of a giant Pop-Tart with limbs at college football’s Pop-Tart Bowl — and serving players an edible version of the toaster pastry post-game.<br /> <br /> ‘The Edible Mascot’ garnered more than 4 billion impressions, acquired $1 million worth of 1P data and generated 15 times more brand mentions than the 10 other non-Kellanova-sponsored bowl games combined.<br /> <br /> “Working with such an iconic brand like Pop-Tarts is a tremendous honor all its own but being part of creating one of the most momentous, culture-defining experiences — and being recognized by the Cannes Lions for this breakthrough work — is beyond compare,” said Susan Howe, president, The Weber Shandwick Collective. “I’m so proud of the team and our client partners for making something so fun with a truly value-driven mindset.”<br /> <br /> Weber Shandwick’s win continued PR’s exceptionally strong showing at this year’s Cannes Lions; <a href="https://www.provokemedia.com/latest/article/specsavers-golin-win-pr-grand-prix-at-2024-cannes-lions">Golin's 'The Misheard Version' campaign for Specsavers was awarded the PR Grand Prix</a>, marking the first time that a PR agency has led idea creation for the category's biggest winner.<br /> <br /> What has been probably the PR industry's best ever performance at the Cannes Lions also included Ogilvy winning a Grand Prix for leading idea creation on CereVe’s ‘Michael CeraVe’ campaign. The Grand Prix for social & influencer was awarded to “<a href="https://www.ogilvy.com/work/michael-cerave" target="_blank" title="https://www.ogilvy.com/work/michael-cerave">Michael CeraVe</a>” for CeraVe created by WPP Onefluence, which is led by Ogilvy PR New York, in the multi-platform social campaign category.<br /> <br /> Gold Lions winners include Edelman's 'Bar Experience' campaign for Heineken and Weber Shandwick's 'Translators' initiative for U.S. Bank.<br /> <br /> Weber Shandwick was also credited for PR support on another Gold Lion winner, as part of IPG's Area 23 health network, which delivered the 'In Transit' effort for the NYC LGBT Historic Sites Project and Callen-Lorde Community Health Center. <br /> <br /> And Zeno also bagged the PR credit on the Gold Lion-winning 'Heinz Ketchup Fraud' campaign from Rethink Toronto. <br /> <br /> <em>Additional reporting by Arun Sudhaman</em></p> </div> <div class="content-wrp"> </div> <div class="bottom-content-wrp"> </div> </div> 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