Food

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

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2011 BRONZE

"You're Not You When You're Hungry"

After years of narrowly-focused communications and significant competitive pressure, SNICKERS(R) found itself in trouble. To reinvigorate the brand we went back to its roots as a hunger solution. The "You're Not You When You're Hungry" campaign tapped into the simple truth that when youre hungry, you're not yourself and SNICKERS(R) can help sort you out. The idea touched all mediums and has achieved goals of driving volume sales, household penetration and reestablishing SNICKERS(R) within pop culture as a guys brand that EVERYONE feels they can be a part of.

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

2011 BRONZE

Wheaties FUEL Launch Campaign

How do you take one of America's most beloved cereals from 10 years of decline to the 'Breakfast of Champions' once again? Allow elite Champions to co-create the product from scratch, pull in everyday Champions to make the final decision and then launch it like a Champion would. For Champions. By Champions.

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

2010 GOLD

Say No to Plumping

Foster Farms fresh chicken costs 60% more than store brands. Amid a recession, it was easy for Mom to trade down from the 'brand I like' to the 'just as good' private label. This is the story of how Foster Farms created a bit of controversy in the usually dull chicken category and gave moms real reasons to pick (and pay more for) Foster Farms. This effort not only shielded Foster Farms from a seemingly unavoidable decline in sales, it also created a cause that shoppers and legislators rallied behind.

Brand: Foster Farms
Client: Foster Farms
Agency: Goodby, Silverstein & Partners
Language: English