Food

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

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1990 GOLD

Just No Equal

The "Just No Equal" campaign uses humorous vignettes to poke good-natured fun at its major competitor by focusing on the unique loyalty of Sweet 'N Low's users. The campaign has successfully returned the brand to the dominant position in the sugar substitute category- increasing its lead over Equal from 5 to 21 share points in less than three years.

Brand: Sweet 'N Low
Client: Cumberland Packaging Corporation
Agency: Pedone & Partners
Language: English

1990 GOLD

No One Puts Chocolate and Ice Cream Together Better Than Klondike

The challenge facing Klondike Bars was to revive a brand whose sales were flat in an increasingly competitive and cluttered category. The specific objective of the "No One Puts Chocolate and Ice Cream Together Like Klondike" campaign was to increase factory sales of Klondike Bars by 15% vs. 1988.

Brand: Klondike Bar
Client: The Isaly Klondike Company
Agency: W.B. Doner & Company
Language: English

1990 GOLD

Popcorn in a Brand-New Way

There were two short-term specific objectives of the Chico-San Popcorn Cake advertising: 1) To build awareness and generate trial by attracting users from Quaker. 2) To bring new consumers into the category, thus increasing Chico-San's market share. The long-term sales goal was to lessen the share gap between Chico-San and Quaker through the introduction of this new Chico-San Popcorn product. Currently, Chico-San is the category leader with a 40% share of category volume, while Quaker's share of volume has dropped to 35%. Since the advertising began in 1988, Chico-San share has increased by 40% and Quaker has decreased by 38%.

Brand: Chico-San Popcorn Cakes
Client: H.J. Heinz Company
Agency: Hill Holliday Connors Cosmopulos Inc.
Language: English