Food

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

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2005 GOLD

Stories

Breaking through in this category meant that Cheerios needed an edge. Creative needed an edge. Creative that leveraged heart health in a meaningful and emotional context, helps you be there for the ones you love, drove an immediate sales lift, and exceeded test hurdles. Getting to the heart of what's important to consumers and effectively reaching them were key in meeting the brand's lofty objectives.

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

2005 GOLD

6 Pounds

Staying on top of the cereal world isn't easy. Neither is competing with diet-foods during January. Though Special K had enjoyed 2 years of growth, much of it from successful resolution campaigns, continuing to grow in a "low carb nation", with a weight-loss promise of just 6 pounds would be tough in 2004. But by sticking wit our simple promise, supporting our target where and when she needed advise, and "recalibrating" the significance of 6 pounds, we enjoyed our most successful January yet.

Brand: Kellogg's Special K
Client: The Kellogg's Company
Agency: Leo Burnett USA
Language: English

2005 SILVER

Get a Waist

Despite an over-crowded weight loss marketplace, Yoplait broke through the clutter, engaging consumers with the notion of "getting a waist". The effort was so successful it drove both baseline and total volume and haloed onto Yoplait light, driving sales and outpacing the nearest competitor. The brand-single handedly turned the chore of dieting into a joyful celebration of getting a waist.

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