Food

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

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1990 GOLD

Red Balloon

In an environment where growth is usually short-lived and the result of a hot premium, Lucky Charms needed an advertising idea with long-term impact. In April 1989, the brand began the "Red Balloon" campaign, which was designed to excited kids about a new red balloon marshmallow in Lucky Charms. In only six month that the campaign aired, Lucky Charms' volume increased 15% 9as volume for all pre-sweetened brands decreased 4%) and Lucky Charms overtook long-time leader Froot Loops as the best-selling pre-sweetened cereal in the country.

Brand: Lucky Charms
Client: General Mills, Inc.
Agency: Saatchi & Saatchi
Language: English

1990 GOLD

25 Calories

The "25 Calories" campaign's overall objective was to reverse Oscar Mayer Lean Cold Cuts' double digit sales declines and restore positive 22% growth in the face of persistent negative attitudes about red meat and cold cuts. The campaign worked by leveraging the surprising news that Oscar Mayer Lean Cold Cuts are only 25 calories a slice..

Brand: Oscar Mayer Lean Cold Cuts
Client: Oscar Mayer
Agency: J. Walter Thompson Company USA
Language: English

1990 SILVER

Listen

Apple Cinnamon Cheerios was introduced to broaden Cheerios consumer base and invigorate the Cheerios franchise. The brand was developed to appeal to older kids and young adults, two underdeveloped segments of the franchise. The brand's success depended on our ability to both break through the multitude of competitive taste messages and establish an identity separate from the other Cheerios brands. The novel look, sound and selling idea in the "Listen" campaign not only made Apple Cinnamon Cheerios the most successful new cereal in ten years, but build the weaker segments of the franchise and led to dramatic overall growth.

Brand: Apple Cinnamon Cheerios
Client: General Mills, Inc.
Agency: Saatchi & Saatchi
Language: English