Food

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

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PROGRAM

1996 SILVER

A Little Taste Of Summer

The Post Blueberry Morning "A Little Taste of Summer" campaign introduced the first national cereal brand with real, whole, wild blueberries into the marketplace in June, 1994.

Brand: Post Blueberry Morning
Client: Kraft Foods, Inc.
Agency: Grey
Language: English

1996 BRONZE

Squeeze

The 1995 "Pardon me...Do you have any Grey Poupon" campaign, and specifically the launch of the Grey Poupon Squeeze bottle has successfully contributed to the brand now being perceived at a top-drawer brand, but one that should be used everyday rather than just for special occasions. the effectiveness of the overall campaign is evident in increased sales. And the rightness of the Squeeze package and accompanying ad is borne out by the lower-than-expected cannibalization of existing Grey Poupon sales, the popularity of the PR program with the press and public, and the dramatic increase in share-of-market during the critical seasonal period.

Brand: Grey Poupon
Client: Nabisco Foods Company
Agency: Lowe and Partners/SMS
Language: English

1996 BRONZE

Signal Garment

The Kellogg's Special K "Signal Garment" campaign was developed to broaden the brand's appeal and generate growth after eight years of share decline that began in the late 1980s. The common end benefit strategy of looking good was an important motivation to both user groups, and the "Signal Garment" insight dramatized this benefit.

Brand: Kellogg's Special K
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English