Food

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

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2006 GOLD

Boy, This Stuff Is Good

Once a staple in American homes for generations, the Chef Boyardee business was in rapid decline. The challenge was to make a relic relevant again in the crowded world of kids' meals. Irresistible and imaginative advertising spoke to kids differently and reversed the brand's three-year decline. The brand has maintained 22 consecutive months of volume growth, making Chef Boyardee the fastest growing mega-brand at ConAgra Foods.

Brand: Chef Boyardee
Client: ConAgra Foods
Agency: Leo Burnett USA
Language: English

2006 GOLD

Crazy Good

With its growth slowing and more competitors entering the category, Pop-Tarts needed to be redefined. Research indicated that kids have an undeniable passion for Pop-Tarts, and the objective was to give them advertising they loved as much as the product itself. Featuring a cast of Pop-Tart characters, crazy good kids, kangaroos and more, the advertising is a fun celebration of kids' desire for the food and love for the brand.

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

2006 SILVER

Life is better on the Beach

This campaign has successfully carved a place for South Beach diet foods in the weight-loss-management category. The integrated campaign leveraged fresh ways to dramatize the parallel between the uniqueness of South Beach in Miami and a new line of South Beach diet foods. TV, print and online media captured the look, the attitude and the music along with mouth-watering food imagery. Within the first five months of the launch, sales exceeded $100 million, four times the industry norm.

Brand: South Beach Diet Foods
Client: Kraft Foods, Inc.
Agency: FCB
Language: English