Food

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

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2005 GOLD

Unbelievable

The "Unbelievable" campaign used a non-traditional "spy-like-thriller" creative approach to convince cynical consumers that their Dreyer's Grand Light Ice Cream really does taste just like regular. Although people have heard this statement hundreds of times before for other light products, the "Unbelievable" campaign delivered the message in a new way that people actually heard. Sales of Grand Light beat the company's steep expectations by a landslide and sales of the Classic product experienced a "halo" lift in sales from the advertising - which was particularly "unbelievable" given that the classic/regular ice cream category experienced an overall decline within the same time period.

Brand: Dreyer's Grand Light
Client: Dreyer's
Agency: Goodby, Silverstein & Partners
Language: English

2005 GOLD

Campbell's Instead

Campbell's Soup at Hand offers busy/working women a warm, delicious and convenient lunch or snack in just minutes. This is particularly important, as there is an overwhelming set of convenient food choices, yet none are satisfying or fill you up. Campbell's Soup at Hand created news, expanded trial and repeat purchase in an incredibly competitive "simple meal" category.

Brand: Campbell's Soup at Hand
Client: Campbell Soup Company
Agency: BBDO
Language: English

2005 GOLD

Stories

Breaking through in this category meant that Cheerios needed an edge. Creative needed an edge. Creative that leveraged heart health in a meaningful and emotional context, helps you be there for the ones you love, drove an immediate sales lift, and exceeded test hurdles. Getting to the heart of what's important to consumers and effectively reaching them were key in meeting the brand's lofty objectives.

Brand: Cheerios
Client: General Mills, Inc.
Agency: Saatchi & Saatchi
Language: English