Food

Fresh, packaged and frozen foods both regular and diet/light.

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1997 SILVER

Chocolate World/Puff

In the extremely competitive chocolate cereal segment of Kids RTE cereal, Cocoa Puffs has been able to insulate itself from both branded and private label competition, doubling its share and increasing its volume by 99% in just one year, The distinctive "Chocolate World" campaign has created a visually engaging Chocolate World that incorporates lots of luscious, live-action chocolate footage and animated characters that experience a variety of fun and kooky experiences. This campaign dimensionalizes the unique, chocolatey experience of eating Cocoa Puffs in a way that is the most compelling to kids: visually. Cocoa Puffs has truly set the new high-bar for communicating chocolate cereals to kids.

Brand: Cocoa Puffs
Client: General Mills, Inc.
Agency: Saatchi & Saatchi
Language: English

1997 BRONZE

Honeycomb Craving Campaign

The Honeycomb "Craving" campaign is effective, engaging advertising that is leading the Brand to all-time record growth. The incredible effectiveness of the campaign allows it to achieve these outstanding results despite significantly decreased trade and media support and in the face of heavy competitive spending. The secret of the campaign's success among kids is that it reflects kids' often suppressed, behavior towards the food they really love and crave. The weird and endearing Craving character is every kid's uncontrollable craving for sweet and crunchy homeycomb brought to life in engaging, entertaining and suprising situations.

Brand: Post Honeycomb
Client: Kraft Foods, Inc.
Agency: Grey New York
Language: English

1997 BRONZE

Ripe From the Vine

The "Ripe from the Vine" campaign was intended to turn around Good Seasons market share in core use geographics by communicating a more motivating benefit - "the freshest Italian dressing."

Brand: Good Seasons Salad Dressing
Client: Kraft Foods, Inc.
Agency: JWT Chicago
Language: English