Food

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

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2003 GOLD

Sample Line

In a highly competitive segment driven by flavor variety and innovation, Johnsonville had developed a standout product, Brown Sugar and Honey fresh breakfast links, with a flavor profile the competition had yet to match. However, two previous attempts to introduce the Brown Sugar and Honey product was met with marginal success. This was not a product problem, the product scored off the charts in concept and hedonic testing, this was a marketing problem. Before the competition launched a parody product, Johnsonville needed to secure the coveted position of first to market and drive awareness and trial of the unique flavor combination -- all without the benefit of saying "new", as that window had already been shut.

Brand: Johnsonville Brown Sugar and Honey Breakfast Sausage
Client: Johnsonville Sausage
Agency: Kerker
Language: English

2003 SILVER

Two-Week Tune-Up

Built on the insight that people, while managing their health, are looking for easy solutions which lead to immediate gratification, the new All-Bran campaign offers a proposition which serves as an effortless way to feel noticeably better in a time frame of two weeks. The "Two-Week Tune-Up" campaign is distinct and simple in using a mechanical tune-up analogy to demonstrate the role of All-Bran and effectively communicate the benefit without having to dwell on the mundane physical and medical details. Additionally, it offers innovative solutions on diluting the "bad taste," thus making All-Bran an easy way to obtain fiber. The campaign was successful in stemming the brand's decline and resulted in 15% volume sales which exceeded the set objective of 7.4%.

Brand: Kellogg: All-Bran
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English

2003 SILVER

Hellmann's at Its Best

After twenty years of declining sales and brand imagery reminiscent of the 1950's, the venerable Hellmann's, like all mayonnaise brands, was in need of a wakeup call. Driven by new advertising, the brand relaunch would not only have to help stem the decline of sales, but would also begin to pave the way for product innovations that would allow the brand to stand for more than mayonnaise. Early evidence shows that the brand is well on its way to achieving both. Sales declines have slowed, and brand imagery has been successfully updated.

Brand: Hellmann's
Client: Unilever
Agency: Lowe and Partners
Language: English