Food

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

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2009 GOLD

One Piece - and You Are There

The chocolate tablets market in Russia is characterized by a large number of influential players, such as Nestle, Mars, Ritter Sport, United Confectioners. The pressure from competition is quite high, most of the players were active on air in 2008 and were delivering product news that year. It was crucial for the Milka brand to actively keep developing in this busy competitive environment. Key success factor were defined as launching relevant product innovations, strengthening Milka image indicators and relevance by break-through-the-clutter advertising able to build emotional bond with consumer.

Brand: Milka
Client: Kraft
Agency: Ogilvy Russia, Effie Russia
Language: English

2009 SILVER

Childhood is Calling

With growing pressure from an already noisy category, the only cereal that talks realized that perhaps it was talking to the wrong people. Research uncovered a strong but latent affinity for Rice Krispies, especially among moms, who had fond memories of listening to the Snap! Crackle! and Pop! of the cereal, or of making Rice Krispies treats with their own moms. The new campaign targets moms, reminding them that all it takes is a bowl of Rice Krispies to spark a simple, meaningful moment of connection with their kids.

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

2009 SILVER

Crazy Good Hide & Seek

In late 2007, Kellogg's Pop-Tarts dollar sales dipped after 12 months of attack in Pillsbury Toaster Strudel's campaign. To regain and maintain its position, the brand had to strategically defend itself by going on the offense. The focus was on the brand's key differentiating feature, breadth of flavors. The campaign engaged kids with a real-time game of hide & seek in the fantasy "Crazy Good" world where they sought out the different flavors that were hiding. The result? The brand actually increased flavor requests and ultimately sales.

Brand: Pop-Tarts
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English