‘Zero’ means nothing and ‘Max’ means everything. Why would you pay for nothing when you get everything with the direct competitor? The answer was simple, when Zero is added to something it becomes a multiplier and thus ‘Just Add Zero’ was born. It was a regional brief but the solution has been adapted all over the world. It’s a perfect example of creative being strategic and strategy being creative. It won a Gold Effie and pushed sales in the right direction.