Food

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

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2006 SILVER

Life is better on the Beach

This campaign has successfully carved a place for South Beach diet foods in the weight-loss-management category. The integrated campaign leveraged fresh ways to dramatize the parallel between the uniqueness of South Beach in Miami and a new line of South Beach diet foods. TV, print and online media captured the look, the attitude and the music along with mouth-watering food imagery. Within the first five months of the launch, sales exceeded $100 million, four times the industry norm.

Brand: South Beach Diet Foods
Client: Kraft Foods, Inc.
Agency: FCB
Language: English

2006 SILVER

Empty Restaurant

Up against well-established frozen food brands with great credentials, Bertolli set a goal in launching into this category of carving out a space that would raise the bar on quality and taste. The advertising was designed to move Bertolli, known primarily as a brand of olive oil, from the bottle to the freezer. Just a few months after their national launch, Bertolli frozen dinners surpassed their sales goals to become the No. 1 brand in the segment. The TV commercial scored in the top 15% of all U.S. launch ads tested, according to Millward Brown.

Brand: Bertolli
Client: Unilever
Agency: McCann Erickson
Language: English

2006 BRONZE

Tailgating

By driving awareness and challenging negative category taste perceptions, this campaign led to Campbell's Chunky Chili surpassing launch- year objectives by a significant margin. Chunky Chili stole share from longstanding competitors Hormel and Stagg and exceeded new entrant Bush's first year sales while significantly contributing to both incremental Chunky franchise growth and overall growth of the chili category.

Brand: Campbell's Chunky Chili
Client: Campbell Soup Company
Agency: Young & Rubicam
Language: English