Food

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

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1996 BRONZE

Sequel

NatraTaste is a new sugar substitute product, created to be identical to major-competitor Equal in both sweetener ingredient and taste, at a much lower price. The campaign , financially restrained in order to achieve the marketing goal, had to communicate this message through name, packaging and FSI-with-coupon, with one line: Same sweetener as Equal at a sweeter price The Sequel campaign followed, in consumer magazines, positioning NatraTaste as the optimum in sugar substitutes, an implied improvement on Equal.

Brand: Natra Taste
Client: Cumberland Packing Corporation
Agency: Pedone & Partners, Inc.
Language: English

1995 GOLD

Weight Watchers - Kathleen Sullivan

To reverse negative sales trends and improve perceptions of the weight loss category, Weight Watchers International introduced the SuperStart program. Advertising in support of the program featured Kathleen Sullivan sharing her weight loss attempts live on television. The objective was to overcome consumer skepticism by demonstrating the efficacy of the program and highlighting her success.

Brand: Weight Watchers International
Client: Weight Watchers International
Agency: Doig, Elliott, Schur, Inc.
Language: English

1995 GOLD

You Gotta Taste 'em

The immediate effect of Quaker Rice Cakes' new advertising on sales and share has been significant. The "You Gotta Taste 'em" campaign successfully communicates a strong taste message that is critical to drive trial while reinforcing Rice Cakes positive health benefits. With a strengthened franchise and a strong consumer allegiance as a good tasting healthy snack, Quaker Rice Cakes now has the opportunity to take advantage of a greater consumer base.

Brand: Quaker
Client: Quaker Oats Company
Agency: Berry*Brown Advertising
Language: English