Food

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

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2004 BRONZE

Move Over Yogurt

Breakstone's Cottage Cheese needed a persuasive new campaign to drive overall volume and rejuvenate the brand. We focused on the dual cottage cheese and yogurt user and announced the news that Breakstone's Cottage Doubles has "half the sugar of yogurt." This proved extremely compelling. Volume growth was realized. The television proved highly persuasive and consumers claimed that the advertising made them now consider Breakstone's Cottage Cheese a "snack alternative to yogurt."

Brand: Breakstone's
Client: Kraft Foods, Inc.
Agency: JWT Chicago
Language: English

2003 GOLD

It's Good To Be Full

The "It's Good To Be Full" campaign was developed for the Swanson Hungry Man brand with the goals of: making the brand relevant again, creating consumer interest and purchase and reversing Hungry Man's long standing sales decline. The campaign positions Hungry Man as the good food men love -- a better, heartier choice than lighter "frou-frou" foods. By humorously showcasing the downside of eating a light meal, the campaign reinforces the notion that with Hungry Man, "It's Good To Be Full."

Brand: Swanson Hungry Man
Client: Pinnacle Foods
Agency: FCB
Language: English

2003 GOLD

Sample Line

In a highly competitive segment driven by flavor variety and innovation, Johnsonville had developed a standout product, Brown Sugar and Honey fresh breakfast links, with a flavor profile the competition had yet to match. However, two previous attempts to introduce the Brown Sugar and Honey product was met with marginal success. This was not a product problem, the product scored off the charts in concept and hedonic testing, this was a marketing problem. Before the competition launched a parody product, Johnsonville needed to secure the coveted position of first to market and drive awareness and trial of the unique flavor combination -- all without the benefit of saying "new", as that window had already been shut.

Brand: Johnsonville Brown Sugar and Honey Breakfast Sausage
Client: Johnsonville Sausage
Agency: Kerker
Language: English