Food

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

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2009 SILVER

Childhood is Calling

With growing pressure from an already noisy category, the only cereal that talks realized that perhaps it was talking to the wrong people. Research uncovered a strong but latent affinity for Rice Krispies, especially among moms, who had fond memories of listening to the Snap! Crackle! and Pop! of the cereal, or of making Rice Krispies treats with their own moms. The new campaign targets moms, reminding them that all it takes is a bowl of Rice Krispies to spark a simple, meaningful moment of connection with their kids.

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

2009 SILVER

Crazy Good Hide & Seek

In late 2007, Kellogg's Pop-Tarts dollar sales dipped after 12 months of attack in Pillsbury Toaster Strudel's campaign. To regain and maintain its position, the brand had to strategically defend itself by going on the offense. The focus was on the brand's key differentiating feature, breadth of flavors. The campaign engaged kids with a real-time game of hide & seek in the fantasy "Crazy Good" world where they sought out the different flavors that were hiding. The result? The brand actually increased flavor requests and ultimately sales.

Brand: Pop-Tarts
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English

2009 BRONZE

Open For Fun

For decades Ritz was one of America's most-loved crackers. But by 2006 the brand was at serious risk of becoming nothing special. So a search began of Ritz's soul to find a distinct emotional territory that the brand could own. What was found was fun. Beneath it all, fun is what Ritz is all about. With a new purpose, "The Champion of Fun," and a new identity, Ritz was re-introduced to America. The results were immediate and dramatic, reversing a multiyear decline in share and creating a substantial increase in sales.

Brand: Ritz
Client: Kraft Foods, Inc.
Agency: Euro RSCG Worldwide
Language: English