Small Budgets - Products
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
The " Charisma" campaign was created to significantly increase Heinz Tomato Ketchup's brand share and drive volume growth in a low involvement category, and to re-establish Heinz' leadership position. The campaign gave life to a brand that had none by creating a distinctive, multi-dimensional personality. Despite a low budget, the campaign achieves a significant increase in consumer involvement and drove brand share to a record high.
Brand: Heinz Tomato Ketchup
Client: H.J Heinz Company
Agency: Leo Burnett USA
The Well Protected Fruit
"The Well Protected Fruit" campaign was developed to secure Dole Fruit Bowls position against entrenched fruit snack cup category leader, Del Monte. The campaign objective was to reverse share declines from the previous year by maximizing a limited media budget to generate awareness among a broadened consumer target for the brand's new positioning.
Brand: Dole Fruit Bowls
Client: Dole Packaged Foods, Inc.
Agency: Mendelsohn Zien Advertising