Food

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

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2009 BRONZE

When You Gotta Have Different, You Gotta Have Pops

With almost a decade's sales decline, Corn Pops wasn't popping in the minds of tweens anymore. The brand needed to overcome the misperception that Corn Pops taste like corn and drive relevance. By connecting the brand to the current tween desire for things random, quirky and different, this campaign took familiar stories and flipped them into unexpected, absurd tales all about the desire for Pops. In doing so, the campaign dramatically reversed the decline and regained relevance and POPularity.

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

2008 GOLD

It's Time For Real

"It's Time For Real" campaign used an innovative communications platform of traditional advertising and branded content to grow Hellmann's business in a shrinking category. By shifting longstanding, negative consumer perceptions of mayo (ie unhealthy, fat in a jar) the campaign was successful in driving unprecedented sales ROI and creating a dialogue with consumers in an otherwise low-involvement category.

Brand: Hellmann's
Client: Unilever
Agency: Ogilvy & Mather
Language: English

2008 GOLD

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 amongst 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: Kellogg's Rice Krispies
Client: The Kellogg Company
Agency: Leo Burnett
Language: English