Food

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

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2012 GOLD

What Will You Gain When You Lose?

Despite a declining category, Special K set out to drive sales during the most critical time of year, the New Year. In order to contend with credible weight loss brands, Special K had to do something breakthrough to defeat the New Year weight management clutter. Special K used this opportunity to turn weight loss conventions on its head. Re-framing the weight loss conversation from deprivation to inspiration, Special K showed women everywhere that it's not about what you have to lose, it's about all you have to gain.

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

2012 SILVER

If you like peanut butter and chocolate, you'll love peanut butter and SNICKERS

Despite multiple attempts, SNICKERS had been unable to tap into the booming peanut butter and chocolate segment dominated by Reeses a brand that had become synonymous with perfection. We decided to embrace the fact that we werent the traditional favorite, and deliver peanut butter as only SNICKERS could. Through the launch of Peanut Butter Squared we asserted that if you like peanut butter and chocolate, youll love peanut butter and SNICKERS. Communications spanned all mediums and SNICKERS Peanut Butter Squared surpassed launch objectives, propelling the franchise to double-digit growth.

Brand: SNICKERS Brand
Client: MARS Chocolate North America
Agency: BBDO New York
Language: English

2011 SILVER

All Spices Are Not Created Equal

In a category dominated by one ubiquitous brand, it was difficult for Spice Islands to gain any traction. Faced with a wall of McCormick product in the spice aisle, we found consumers didn't really "choose" their spice. Figuring there was no real difference in spices, they reflexively picked up McCormick. Our target of "food explorers" cared about quality and authenticity in their cooking, so by presenting our individual spices, each with its own superiority story, we were able to break the McCormick spell and achieved unprecedented sales growth.

Brand: Spice Islands
Client: ACH Foods, Inc.
Agency: Cramer-Krasselt
Language: English