Food

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

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2007 GOLD

1-888-GoMcWakeup

1-888-GoMcWakeup is a free, hotel-style wake up call service which allows Chicagoland consumers to be awakened for a delicious breakfast at McDonald's by their favorite local celebrities. Upon calling the number consumers are greeted with the current McDonald's breakfast offering, then invited to choose from a list of Chicago celebrities to receive their free wake up call from the next morning. As of September, call volume exceeded projections by 7.6 times. Chicagoland McDonald's has also experienced the strongest sales growth in over 5 years at +8%, surpassing national sales growth.

Brand: McDonald's, Chicagoland and Northwest Indiana
Client: McDonald's Corporation
Agency: Leo Burnett USA
Language: English

2007 SILVER

Tummies

Having lost over 50% of its franchise from '02 to '05 and 29% of its share of shelf, Slim-Fast wrote-off approximately $1B. Tasked with proving the brand's vitality to dieters, retailers and Unilever shareholders, the campaign, Tummies, broke free from weight loss cliches of yesteryear, championing healthy, realistic weight and weight loss. Increasing brand credibility by 400%, Tummiesre-engaged customers and inspired the key distributor to keep Slim-Fast on shelf. Consequently, Slim-Fast Optima became the best-selling new product of 2005; sales per SKU increased; and Slim-Fast stemmed a sales decline by $81.4M.

Brand: Slim-Fast
Client: Slim-Fast Foods Company
Agency: Ogilvy & Mather
Language: English

2007 SILVER

Where's Yours

Nature Valley Granola Bars launched in 1975 inventing the Better for You snack category. Fast-forward to 2005, and Kellogg's was not willing to sit idly by and let Nature Valley win the wholesome snacks game. With Kellogg's nipping at its heels, Nature Valley had to find a way to deepen its relationship with its consumers. They needed to go beyond the functional, natural energy benefit that Kellogg's was encroaching upon, and elevate the brand to an emotional level. Enter the Where's Yours? campaign: an inspirational call-to-action to get consumers out into their special place in nature. Through this campaign, Nature Valley becomes the catalyst for these journeys.

Brand: Nature Valley
Client: General Mills Inc.
Agency: Campbell Mithun
Language: English