Food

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

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2005 GOLD

6 Pounds

Staying on top of the cereal world isn't easy. Neither is competing with diet-foods during January. Though Special K had enjoyed 2 years of growth, much of it from successful resolution campaigns, continuing to grow in a "low carb nation", with a weight-loss promise of just 6 pounds would be tough in 2004. But by sticking wit our simple promise, supporting our target where and when she needed advise, and "recalibrating" the significance of 6 pounds, we enjoyed our most successful January yet.

Brand: Kellogg's Special K
Client: The Kellogg's Company
Agency: Leo Burnett USA
Language: English

2005 SILVER

Get a Waist

Despite an over-crowded weight loss marketplace, Yoplait broke through the clutter, engaging consumers with the notion of "getting a waist". The effort was so successful it drove both baseline and total volume and haloed onto Yoplait light, driving sales and outpacing the nearest competitor. The brand-single handedly turned the chore of dieting into a joyful celebration of getting a waist.

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

2005 SILVER

Tips and Tricks

At Johnsonville, we are on a mission to educate America about another grilling choice beyond the standard fare. We needed to find a unique voice with which to talk to grilling enthusiasts about bratwurst. The consumer insight we uncovered was that how a Johnsonville brat is prepared and grilled really matters. With the sense of truth and fun we coached grillers on the tips and techniques to prepare and grill a brat the right way. This campaign has helped drive Johnsonville brats pound sales up six times versus 2003 and outpaced Dinner Sausage category pound sales by four times.

Brand: Johnsonville Brats
Client: Johnsonville Sausage
Agency: Kerker
Language: English