Food

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

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2007 BRONZE

Fiber Experts

The All-Bran cereal brand had nearly 90 years of serious taste and image baggage to overcome. Simply launching a tastier version (All-Bran Yogurt Bites) wasn't enough. The challenge was to transform this cereal laxativeinto a desirable food. We needed to drive base dollar sales growth and persuade consumers to try the new variety. By repositioning the brand's effectiveness in relation to fiber supplements and emphasizing great taste, the messaging forced consumers to reevaluate their fiber habits and give All-Bran Yogurt Bites a try. Base business sales soared and the copy was dubbed the"Most Persuasive Ad" ever tested in the Millward Brown database.

Brand: All-Bran Yogurt Bites
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English

2006 GOLD

Boy, This Stuff Is Good

Once a staple in American homes for generations, the Chef Boyardee business was in rapid decline. The challenge was to make a relic relevant again in the crowded world of kids' meals. Irresistible and imaginative advertising spoke to kids differently and reversed the brand's three-year decline. The brand has maintained 22 consecutive months of volume growth, making Chef Boyardee the fastest growing mega-brand at ConAgra Foods.

Brand: Chef Boyardee
Client: ConAgra Foods
Agency: Leo Burnett USA
Language: English

2006 GOLD

Crazy Good

With its growth slowing and more competitors entering the category, Pop-Tarts needed to be redefined. Research indicated that kids have an undeniable passion for Pop-Tarts, and the objective was to give them advertising they loved as much as the product itself. Featuring a cast of Pop-Tart characters, crazy good kids, kangaroos and more, the advertising is a fun celebration of kids' desire for the food and love for the brand.

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