Grupo Gallegos was awarded two North American Effie Awards for its work with the California Milk Processor Board and the Ad Council for Hispanic Scholarship Fund. The trophies were distributed at the Effie Gala on June 7 in New York, NY.
The “Mucho Más Que Leche” (More Than Just Milk) campaign was awarded a silver Effie in the Beverage (Non-Alcoholic) category. The other two award winners are Gatorade, led by Chiat Day, and V8, led by JWT.
The Ad Council for Hispanic Scholarship Fund (HSF) campaign earned Grupo Gallegos a bronze trophy, the agency’s second Effie of the year. This submission is a winner in the Hispanic category and the only winner in the category this year.
“Mucho Más Que Leche” spanned traditional and digital outlets, including television, radio, interactive media, guerilla marketing, and experiential events. The campaign saw incredible success. After the launch of “Mucho Mas Que Leche,” 57 percent of Hispanics reported buying milk more than once a week, compared to 48 percent in 2009.
The Ad Council for Hispanic Scholarship Fund campaign, “Tus Palabras de Hoy” (Your Words Today), addressed the problem that Hispanics are grossly underrepresented among college attendees and college graduates. The campaign was implemented through traditional and interactive media, including television, radio, and the HSF website. The campaign was considered a success, achieving more than 1,000 unique visitors to the HSF website and more than $2,000,000 in donated media to support the campaign.
These awards are not the first time Grupo Gallegos has been recognized by Effie Worldwide — the agency was awarded the Bronze Trophy in the Hispanic category at the 2007 North America Effie Awards for the California Milk Processor Board’s “Toma Leche” (Drink Milk) campaign.
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