Food

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

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2008 BRONZE

Look At Turkey Now

In its third Thanksgiving season, Jennie-O's Oven Ready Turkey enjoyed remarkable marketplace success over previous years. New message and media contact strategies increased sales, awareness and word of mouth about Oven Ready's innovative freezer to oven to perfect turkey benefits. The 'Look at Turkey Now' campaign effectively utilized a variety of innovative media flashpoints to illustrate Oven Ready's perfect traditional turkey results without the traditional mess.

Brand: Jennie-O Turkey Store
Client: Jennie-O Turkey Store
Agency: BBDO Minneapolis
Language: English

2007 GOLD

1-888-GoMcWakeup

1-888-GoMcWakeup is a free, hotel-style wake up call service which allows Chicagoland consumers to be awakened for a delicious breakfast at McDonald's by their favorite local celebrities. Upon calling the number consumers are greeted with the current McDonald's breakfast offering, then invited to choose from a list of Chicago celebrities to receive their free wake up call from the next morning. As of September, call volume exceeded projections by 7.6 times. Chicagoland McDonald's has also experienced the strongest sales growth in over 5 years at +8%, surpassing national sales growth.

Brand: McDonald's, Chicagoland and Northwest Indiana
Client: McDonald's Corporation
Agency: Leo Burnett USA
Language: English

2007 SILVER

Tummies

Having lost over 50% of its franchise from '02 to '05 and 29% of its share of shelf, Slim-Fast wrote-off approximately $1B. Tasked with proving the brand's vitality to dieters, retailers and Unilever shareholders, the campaign, Tummies, broke free from weight loss cliches of yesteryear, championing healthy, realistic weight and weight loss. Increasing brand credibility by 400%, Tummiesre-engaged customers and inspired the key distributor to keep Slim-Fast on shelf. Consequently, Slim-Fast Optima became the best-selling new product of 2005; sales per SKU increased; and Slim-Fast stemmed a sales decline by $81.4M.

Brand: Slim-Fast
Client: Slim-Fast Foods Company
Agency: Ogilvy & Mather
Language: English