Food

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

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1996 GOLD

Veggie

The campaign is designed to establish WGT as the nutritionally superior, RTE adult cereal. The brand benefit of 100% 11 vitamins and minerals and its leadership position among other brands is brought to life by using source foods to demonstrate competitive shortfalls. The goal is to reverse share declines and contemporize the brand. Strategic and pre-emptive media placement augments the campaigns ability to attack competitive foils and establish WGT's superiority.

Brand: Whole Grain Total
Client: General Mills, Inc.
Agency: Saatchi & Saatchi
Language: English

1996 SILVER

Fantasy

I Can't Believe It's Not Butter! was challenged by a downward spiraling category, aggravated by reduced butter pricing and negative publicity about margarine. Rebuilding critical momentum for the I Can't Believe It's Not Butter! franchise hinged on generating consumer excitement around Spray, a niche product with a significantly reduced marketing budget. Success was achieved by developing a well choreographed marketing plan with intrusive advertising featuring celebrity star Fabio, the icon of romance, as its cornerstone. Sales responded, with a 14% growth versus year ago, catapulting I Can't Believe It's Not Butter! to the #1 dollar share position for the first time in Brand's history.

Brand: I Can't Believe It's Not Butter! Spray
Client: Van den Bergh Foods Company
Agency: McCann-Erickson New York
Language: English

1996 SILVER

Reinventing Pizza

The Pizza Lunchables launch was the Brand's second success at redefining lunch for moms and kids. The advertising effort created unprecedented interest in this new product offering. Sales velocity exceeded all expectations, even our most optimistic projections. Lunchables sales growth substantially outpaced even this rapidly expanding category. This impressive "rebirth" was promoted by innovative thinking. And driven by thoughtful targeting of both moms and kids. The marketing and advertising expressed the dual benefits of taste and fun in a manner that was both informative and emotionally insightful.

Brand: Oscar Mayer Lunchables
Client: Oscar Mayer Foods Corporation
Agency: JWT Chicago
Language: English