McCann wins Gold at 2018 FAB Awards


Published on May 31, 2018

We’re delighted to announce that our Bristol team have received the Gold award at the 20th International Food and Beverage Excellence Awards for their ‘Make Every Dish A Little Adventure’ campaign on behalf of premium brassica brand, Tenderstem.

The FAB awards recognise the important contribution that outstanding creative work plays in building food and beverage brands, and identifies the leading practitioners from over 60 countries.

McCann overcame finalists BBDO New York and BBDO Chicago in the Advertising and Innovations category for ‘Press & Print’ reinforcing our best-in-class creative work for leading brands and resilience against international competition.

The campaign for the UK’s second biggest fresh produce brand featured five picturesque foodscapes: landscapes constructed entirely from various foods, with Tenderstem - a broccoli-Chinese kale hybrid - taking centre stage.

Captured by renowned foodscapes photographer, Carl Warner, the creative features Tenderstem embarking on various thrill-seeking adventures including hang gliding off a curry mountain and bungee jumping into a noodle dish and highlights the diverse plant-powered recipes consumers can whip up to ‘make every dish a little adventure’ with Tenderstem.