Food

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

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2007 SILVER

It Stays With You

In 2006, Kellogg's Frosted Mini Wheats realized that they had lost their connection to consumers in a sea of dietary trends. Mini Wheats understood that they needed an insight that ran deeper than basic nutrition and into the hearts of consumers. By targeting Moms and tapping into her basic instinct to nurture her children we were able show how Mini Wheats, with 8 filling layers of crunchy whole grain fiber, can help keep her child full throughout the morning so that they can stay focused on the task at hand.

Brand: Kellogg's Frosted Mini Wheats
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English

2007 BRONZE

No Ifs Ands or Butts

In a world of increasing demand for purer, more organic foods, hot dogs were losing their luster. All because of an (erroneous) consumer perception that hot dogs are made with 'mystery meat'. Hebrew National, a regional kosher brand, saw an opportunity to expand the brand's appeal to a broader audience by reassuring moms that Hebrew National kosher franks meet, even exceed, their standards for better eating. The story was quite simple: Only the best cuts of meat from the best parts of the cow--No Ifs, Ands or Butts. A simple message that would be brought to life in an exciting and breakthrough way to not only drive business, but completely reshape brand-- and category--perceptions.

Brand: Hebrew National
Client: ConAgra Foods
Agency: oneseven
Language: English

2007 BRONZE

Fiber Experts

The All-Bran cereal brand had nearly 90 years of serious taste and image baggage to overcome. Simply launching a tastier version (All-Bran Yogurt Bites) wasn't enough. The challenge was to transform this cereal laxativeinto a desirable food. We needed to drive base dollar sales growth and persuade consumers to try the new variety. By repositioning the brand's effectiveness in relation to fiber supplements and emphasizing great taste, the messaging forced consumers to reevaluate their fiber habits and give All-Bran Yogurt Bites a try. Base business sales soared and the copy was dubbed the"Most Persuasive Ad" ever tested in the Millward Brown database.

Brand: All-Bran Yogurt Bites
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English