Robin Hood - All Purpose Flour

Ideation - Single


Leo Burnett, Toronto, ON

Client: The J.M. Smucker Co. - Canada President: Ben Tarr Chief Creative Officer: Lisa Greenberg SVP Creative Director: Steve Persico, Anthony Chelvanathan Group Creative Director: Kohl Forsberg Creative Director: Paul Giannetta Head of Design: Man Wai Wong Art Director: Runda Dong VP, Group Account Director: David Buckspan Group Account Director: Daniel Zimmerman Account Director: Kat Palka Account Supervisor: Janelle Pepin VP, Marketing: Adam Zitney Director of Marketing: Ariel Benibgui Consumer Engagement Lead, Canada: Jenny Thorne Sr. Manager, Marketing Communications,Canada: Sarah Brown Brand Manager: Jenny Siu Assistant Brand Manager: Nita Sandhu VP, Supply Chain & Operations: Todd Campbell Contract Manufacturing Manager: Cristina Anghelescu

To meet demand and production limitations during COVID-19, we changed Robin Hood's iconic yellow packaging design to a craft paper bag with a simple stamp, skipping multiple steps of the production process, getting Canadians the flour they needed two months sooner and leading to unprecedented consumer engagement through owned and earned channels.