Food

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

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1997 BRONZE

Chef Smeralda

The "Chef Smeralda" campaign has proven to be a tremendous success for the Crisco cooking spray initiative. It has surpassed share and volume goals and most importantly, has erodedthe leader, PAM.

Brand: Crisco Cooking Spray
Client: Procter & Gamble
Agency: Grey New York
Language: English

1996 GOLD

Nacho Man

The "Nacho Man" campaign provided novice Mexican food users with an easy way to expand their cooking repertories; revitalized an "old and dusty" brand; and profitably turned around a declining business in a short period of time.

Brand: Old El Paso
Client: The Pillsbury Company
Agency: Leo Burnett USA
Language: English

1996 GOLD

Skinny Cow

In order to increase future sales, insulate the brand from the competition and, ultimately retain total dominance in the category a new campaign was developed for Hershey's Chocolate Syrup which targeted moms. With consumers, in particular moms as gatekeepers, becoming ever more health aware, the "Skinny Cow" campaign was developed to leverage the fact that Hershey Chocolate Syrup is and has always been virtually fat free. The specific objectives of the campaign were to increase awareness of the low fat message, increase frequency of use among current users, gain trial from competitive users and non-category users who are receptive to a low fat message.

Brand: Hershey's Chocolate Syrup
Client: The Hershey Company
Agency: DDB New York
Language: English