Food

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

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2002 BRONZE

Trademark: Never Have An Ordinary Day

Pepperidge Farm makes such high quality products that consumers often "save" them for special occasions. Supporting individual products, like Milano, drove sales of the product, but not the whole line. Pepperidge Farm needed to convince consumers to use their products on a more everyday basis AND they needed to do this in a way that benefited, not single products , but the whole franchise. The "Never Have An Ordinary Day" campaign drove sales across the entire line.

Brand: Pepperidge Farm
Client: Pepperidge Farm, Inc.
Agency: Young & Rubicam New York
Language: English

2002 BRONZE

Dual Target Campaign

In a declining category, Cap'n Crunch cereal had to achieve relevance with both younger and older kids in dramatically different ways in order to realize growth and revitalize its equity. By focusing on the fun and fantastical world of the Cap'n and his magic ship, Cap'n Crunch was to grab the attention of younger kids and never let go. With older kids, the brand was made cool again by associating the product with relevant and aspirational situations that are an important part of their emerging freedoms.

Brand: Cap'n Crunch
Client: Quaker Oats Company
Agency: FCB
Language: English

2001 GOLD

Chewy Stops the Chatter

Honest, clever and very "kid-like" Quaker Chewy granola bars wanted to stop Mom in her tracks. Using familiarity with a twist, this campaign hits her head on. With a wink and a nod, the campaign shows a keen understanding of both the trials, and the joys, of "kids being kids." By focusing on the wonderful experience kids have with the brand, the work stakes new ground for Quaker Chewy in an extremely competitive category, and has helped Quaker realize the best growth year in the brand's history.

Brand: Quaker Chewy
Client: Quaker Oats Company
Agency: FCB Chicago
Language: English