Sustained Success

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2005 SILVER

Jack's Back - The Story of Jack in the Box's Comeback

In 1993, Jack in the Box was on the verge of bankruptcy after being linked to the largest and deadliest E. coli outbreak ever. After implementing the most comprehensive food handling system in the country, Jack in the Box turned to advertising to save the company. We knew we needed to re-invent the brand, regain the customer's trust and increase sales. The "Jack's Back" campaign led to an immediate sales recovery that has continued for 10 years with an industry-leading annual growth rate of 3.2% over the life of the campaign.

Brand: Jack in the Box
Client: Jack in the Box
Agency: Secret Weapon Marketing
Language: English

2005 SILVER

Multiple Strength for Multiple Cats

Up until 1998 Tidy Cat was a large but undifferentiated cat litter brand, vulnerable to attack from brands with a perceived performance advantage. Based on sales data and consumer insight Tidy Cat decided to reinvent itself as the 'brand that's specially formulated for multiple cats'. By creating a lively family of cat characters who get in and out of trouble thanks to Tidy Cats' odor-controlling power Tidy Cats now dominates the litter category. It has posted large sales increases every year, increased loyalty and now ranks No. 1 on all rational and emotional brand attributes.

Brand: Tidy Cats
Client: Nestl Purina PetCare Company
Agency: Berlin Cameron Red Cell
Language: English

2004 GOLD

Stay Smart

By the time Holiday Inn Express joined the party, limited-service hotel segment had literally exploded in popularity and consumers had a full dance card of well-established competitors. That didn't stop Express from deciding to break in on the action with the lofty goal of establishing category leadership. Our strategy was to command attention: to leverage talk value and culture pass-along with breakthrough creative, to charm our way into consumers' cognition. Now in the campaign's sixth year, we have met and exceeded all of our brand and business performance goals, and "Stay Smart" continues to put heads in beds at our hotels across the nation.

Brand: Holiday Inn Express
Client: Holiday Inn Express
Agency: Fallon Worldwide
Language: English