Food

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

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2011 BRONZE

Wheaties FUEL Launch Campaign

How do you take one of America's most beloved cereals from 10 years of decline to the 'Breakfast of Champions' once again? Allow elite Champions to co-create the product from scratch, pull in everyday Champions to make the final decision and then launch it like a Champion would. For Champions. By Champions.

Brand: Wheaties Fuel
Client: General Mills, Inc.
Agency: Saatchi & Saatchi
Language: English

2010 GOLD

Say No to Plumping

Foster Farms fresh chicken costs 60% more than store brands. Amid a recession, it was easy for Mom to trade down from the 'brand I like' to the 'just as good' private label. This is the story of how Foster Farms created a bit of controversy in the usually dull chicken category and gave moms real reasons to pick (and pay more for) Foster Farms. This effort not only shielded Foster Farms from a seemingly unavoidable decline in sales, it also created a cause that shoppers and legislators rallied behind.

Brand: Foster Farms
Client: Foster Farms
Agency: Goodby, Silverstein & Partners
Language: English

2010 SILVER

Rekindling Stouffer's Iconic Status

For over 50 years, Stouffer's has been the biggest name in frozen dinners. But despite its success, the brand was beginning to lose touch emotionally with hardworking, heartland moms and this was driving up the cost of growth. What Stouffer's needed was a new enthusiasm and a new role in mom's life. Its story revolves around the 'surprising power of dinner'. The mission is 'Let's Fix Dinner'. The early results are encouraging; Stouffer's is enjoying renewed cultural relevance and category-leading growth at double the margin initially projected for the campaign.

Brand: Stouffer's
Client: Stouffer's (Nestle)
Agency: JWT
Language: English