Food

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

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2002 SILVER

Respect Yourself in the Morning

Built on the insight that busy people ate vulnerable to making bad food choices in the morning, Nutri-Grain's new campaign offers a better breakfast to its busy and savvy adult target. the "respect Yourself in the Morning" Campaign's wry, tongue-in-cheek approach forces people to confront their own behavior and, at the same time, reappraise the brand. With a first-ever integrated program, growing Nutri-Grain 26% since it began, the brand surrounded people when and where they are most vulnerable to bad morning foods.

Brand: Kellogg's Nutri-Grain
Client: The Kellogg Company, Keebler Division
Agency: Leo Burnett USA
Language: English

2002 SILVER

Magical Fortunes

Faced with declining sales, Lucky Charms had to do something radically different from the category norm to improve its business performance. Lucky Charms 'Magical Fortunes Campaign' marked a turning point in the brand's approach to tactical events and the way they support them. By developing events and advertising rooted in Lucky Charms' brand equity rather than the latest Disney movie, the campaign managed to actually increase sales by more than 5% vs. YA and build brand equity.

Brand: Lucky Charms
Client: General Mills, Inc.
Agency: Saatchi & Saatchi
Language: English

2002 BRONZE

If We can convince them, we can convince you

After two years of continual decline, Morningstar Farms set ort to grow their dollar sales by 11% in 2001. to accomplish this goal, we had to persuade consumers to integrate Morningstar Farms veggie burgers into their "regular" diets. In order to overcome people's severe taste doubts, the "If we can convince them, we can convince you" campaign dramatized an avid test featuring the ultimate veggie burger skeptics - carnicorous cowboys. In the end, this campaign grew Morningstar Farms dollar sales 28%.

Brand: MorningStar Farms
Client: Morningstar Farms
Agency: Leo Burnett USA
Language: English