Food

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

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2004 BRONZE

Coffee-mate. Coffee's perfect mate.

Coffee-mate is the leader in the non-dairy creamer category, but its share of mind advantage had narrowed versus competition and its "old-fashioned" powder heritage was limiting the brand's ability to stay relevant in a dynamic coffee environment. The challenge was to protect and expand Coffee-mate's leadership position -- bolster its profitable powder business and grow its more contemporary liquid franchise -- while rejuvenating the Coffee-mate brand image for long-term health. Our strategy was to elevate Coffee-mate beyond a mere coffee additive, positioning it as coffee's essential partner. With our "Perfect Mate" advertising campaign, Coffee-mate sales volume and $ share have shown remarkable growth, steadily outperforming the category, competitors and surpassing client sales goals. Further, the advertising has worked to improve Coffee-mate's image, now increasingly seen as "dynamic" and "essential to coffee".

Brand: Nestle Coffee-mate
Client: Nestl USA
Agency: McCann Erickson
Language: English

2004 BRONZE

Move Over Yogurt

Breakstone's Cottage Cheese needed a persuasive new campaign to drive overall volume and rejuvenate the brand. We focused on the dual cottage cheese and yogurt user and announced the news that Breakstone's Cottage Doubles has "half the sugar of yogurt." This proved extremely compelling. Volume growth was realized. The television proved highly persuasive and consumers claimed that the advertising made them now consider Breakstone's Cottage Cheese a "snack alternative to yogurt."

Brand: Breakstone's
Client: Kraft Foods, Inc.
Agency: JWT Chicago
Language: English

2003 GOLD

It's Good To Be Full

The "It's Good To Be Full" campaign was developed for the Swanson Hungry Man brand with the goals of: making the brand relevant again, creating consumer interest and purchase and reversing Hungry Man's long standing sales decline. The campaign positions Hungry Man as the good food men love -- a better, heartier choice than lighter "frou-frou" foods. By humorously showcasing the downside of eating a light meal, the campaign reinforces the notion that with Hungry Man, "It's Good To Be Full."

Brand: Swanson Hungry Man
Client: Pinnacle Foods
Agency: FCB
Language: English