Food

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

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2009 BRONZE

Open For Fun

For decades Ritz was one of America's most-loved crackers. But by 2006 the brand was at serious risk of becoming nothing special. So a search began of Ritz's soul to find a distinct emotional territory that the brand could own. What was found was fun. Beneath it all, fun is what Ritz is all about. With a new purpose, "The Champion of Fun," and a new identity, Ritz was re-introduced to America. The results were immediate and dramatic, reversing a multiyear decline in share and creating a substantial increase in sales.

Brand: Ritz
Client: Kraft Foods, Inc.
Agency: Euro RSCG Worldwide
Language: English

2009 BRONZE

When You Gotta Have Different, You Gotta Have Pops

With almost a decade's sales decline, Corn Pops wasn't popping in the minds of tweens anymore. The brand needed to overcome the misperception that Corn Pops taste like corn and drive relevance. By connecting the brand to the current tween desire for things random, quirky and different, this campaign took familiar stories and flipped them into unexpected, absurd tales all about the desire for Pops. In doing so, the campaign dramatically reversed the decline and regained relevance and POPularity.

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

2008 GOLD

It's Time For Real

"It's Time For Real" campaign used an innovative communications platform of traditional advertising and branded content to grow Hellmann's business in a shrinking category. By shifting longstanding, negative consumer perceptions of mayo (ie unhealthy, fat in a jar) the campaign was successful in driving unprecedented sales ROI and creating a dialogue with consumers in an otherwise low-involvement category.

Brand: Hellmann's
Client: Unilever
Agency: Ogilvy & Mather
Language: English