Food

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

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2014 SILVER

Johnsonville Brattender Campaign

In 2013, Johnsonville cut media spending behind their famous bratwurst, but sales expectations didn't decrease with the budget. With less money to buy impressions, we needed to earn them. Insights gleaned from our social analytics led us to enlist our biggest fans to help. We mobilized them by creating a character called The Brattender. He offered shareable bits of wisdom and inspired our fans to create their own shareable content. In a year we hoped to keep brat volume flat, we managed to sell even more brats.

Brand: Johnsonville Sausage
Client: Johnsonville Sausage
Agency: Cramer-Krasselt
Language: English

2014 BRONZE

The Protein Effect

Women had exchanged their cereal bowls for foods they knew were packed with protein. In doing so, they had overlooked Special Ks Protein cereal with the exact nutrients they were looking for 10 grams of protein. In order to bring them back to the cereal aisle, Special K introduced them to the power of The Protein Effect the willpower to outsmart hunger and lay the smack down on temptation. Since the launch of the campaign, Special Ks Protein cereal is now the fastest-growing variety within the portfolio.

Brand: Kellogg's Special K
Client: The Kellogg Company
Agency: Leo Burnett/Arc Worldwide
Language: English