Food

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

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2010 SILVER

Rekindling Stouffer's Iconic Status

For over 50 years, Stouffer's has been the biggest name in frozen dinners. But despite its success, the brand was beginning to lose touch emotionally with hardworking, heartland moms and this was driving up the cost of growth. What Stouffer's needed was a new enthusiasm and a new role in mom's life. Its story revolves around the 'surprising power of dinner'. The mission is 'Let's Fix Dinner'. The early results are encouraging; Stouffer's is enjoying renewed cultural relevance and category-leading growth at double the margin initially projected for the campaign.

Brand: Stouffer's
Client: Stouffer's (Nestle)
Agency: JWT
Language: English

2010 SILVER

Your Way

Moms had a deep emotional loyalty with Eggo, but amid heavy competition we lost relevance in Mom's eyes and sales started to slump. We needed to get Moms to see us in a new light so that the love she had for the brand would turn into purchase. In order to do this, we needed to change Moms' perception of the brand, increase HH penetration, and ultimately reverse our slumping sales trend. In the end, we did get Moms to see us in a new light which led to an increase of 1.7 points in HH pen and 8.6% in base dollar sales.

Brand: Eggo
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English

2010 BRONZE

Double Dare

Klondike's long running "What Would You Do For A Klondike Bar?" campaign was losing steam. While it earned Klondike a place in popular culture, it wasn't translating to sales. We needed to make the classic campaign, and the product it sold, relevant again. And our new "Double Dare" campaign did just that. Not only did it breathe new life into the brand, it also ignited Klondike sales to double-digit growth.

Brand: Klondike
Client: Unilever
Agency: DDB New York
Language: English