Grupo Gallegos & California Milk Processor Board win Gold at 46th Annual North American Effie Awards

Grupo Gallegos was awarded a Gold Effie at the 46th Annual North American Effie Awards for its work with the California Milk Processor Board. The Effie Awards Gala took place on June 5th in New York, NY. This Effie Award recognition marks the 49th award that Grupo Gallegos and the California Milk Processor Board have garnered together since their partnership began in 2005.

The “Bedtime Stories” campaign is the latest in a series of highly lauded work Grupo Gallegos has produced in its 9-year relationship with the California Milk Processor Board. The agency won a Silver Effie in the Beverage (Non-Alcoholic) category for a previous iteration of the campaign in 2011. This year’s win came in the Hispanic category and was the only Hispanic work awarded Gold in the 2014 competition.

Commenting on the news, John Gallegos stated, “We are humbled by the recognition this campaign continues to earn, for both creativity and effectiveness. The California Milk Processor Board continues to be a great client and we couldn’t have produced the award-winning work that we have without their willingness to challenge convention.”

The “Bedtime Stories” campaign was inspired by the insight that Hispanic moms and dads work long hours and have activity-filled lives that can lead to the erosion of family moments. By combining the functional benefit of sounder sleep with the emotional benefit of family time, the campaign aimed to revive the ritual of the parent/child bedtime moment with a glass of warm milk.

“We began with powerful, culturally-relevant insights that created a strong foundation for the campaign to come to life,” said Andrew Delbridge, Chief Strategy and Engagement Officer at Grupo Gallegos. “The success of the campaign confirmed that bedtime could be a key occasion for growth in milk consumption among Hispanics.”

Grupo Gallegos is developing another round of the campaign set to launch later this year.