Food

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

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2001 SILVER

Una Gr-r-ran Pasion

Kellogg's recognized the growing All-Family appeal of Frosted Flakes and was able to implement a fully integrated marketing effort targeting Adults, which featured the breakthrough television spot ("Supermarket"). Despite facing a tremendous competitive spending disadvantage, Kellogg's exceeded its own expectations for the brand in just seven months and rode Frosted Flakes' impressive growth to strengthen its overall leadership position among Hispanics.

Brand: Kellogg's Frosted Flakes
Client: The Kellogg Company
Agency: Lapiz
Language: English

2001 SILVER

Death by Chocolate Cookie

Though Baker's Baking Squares have been in Markets for over 200 years, this traditional brand had been faced with declining sales over the course of the past few years. Today's time-pressed bakers needed a reason to use Baker's again. Understanding that modern bakers usually make cookies and reaching consumers when they are in the baking mindset helped Baker's to successfully turned around sales, increasing consumption by 14.5% via the Death by Chocolate Cookie campaign.

Brand: Baker's Chocolate
Client: Kraft Foods, Inc.
Agency: Young & Rubicam New York
Language: English

2001 SILVER

Siblings

The new Easy Mac campaign, "Siblings", was developed to address concerns that previous advertising was not converting awareness to trial. Also, key communication benefits were not coming across as strongly as expected. "Siblings" is built on the consumer insight that mom needs to foster her kids' independence, versus the previous "convenience" insight. This insight, along with being able to leverage the quality and value consumers associate with Kraft Macaroni & Cheese, will help Easy Mac differentiate itself from many new products entering the easy-to-prepare meals and snacks category. "Siblings" has proven successful through performance well above expectations in awareness, trial and message communications.

Brand: Kraft Easy Mac
Client: Kraft Foods, Inc.
Agency: FCB Chicago
Language: English