Food

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

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2010 SILVER

Your Way

Moms had a deep emotional loyalty with Eggo, but amid heavy competition we lost relevance in Mom's eyes and sales started to slump. We needed to get Moms to see us in a new light so that the love she had for the brand would turn into purchase. In order to do this, we needed to change Moms' perception of the brand, increase HH penetration, and ultimately reverse our slumping sales trend. In the end, we did get Moms to see us in a new light which led to an increase of 1.7 points in HH pen and 8.6% in base dollar sales.

Brand: Eggo
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English

2010 BRONZE

Double Dare

Klondike's long running "What Would You Do For A Klondike Bar?" campaign was losing steam. While it earned Klondike a place in popular culture, it wasn't translating to sales. We needed to make the classic campaign, and the product it sold, relevant again. And our new "Double Dare" campaign did just that. Not only did it breathe new life into the brand, it also ignited Klondike sales to double-digit growth.

Brand: Klondike
Client: Unilever
Agency: DDB New York
Language: English

2009 GOLD

One Piece - and You Are There

The chocolate tablets market in Russia is characterized by a large number of influential players, such as Nestle, Mars, Ritter Sport, United Confectioners. The pressure from competition is quite high, most of the players were active on air in 2008 and were delivering product news that year. It was crucial for the Milka brand to actively keep developing in this busy competitive environment. Key success factor were defined as launching relevant product innovations, strengthening Milka image indicators and relevance by break-through-the-clutter advertising able to build emotional bond with consumer.

Brand: Milka
Client: Kraft
Agency: Ogilvy Russia, Effie Russia
Language: English