Food

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

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1998 GOLD

Yoplait, C'Est Si Bon.

The "Yoplait, C'Esti Si Bon" campaign leverages Yoplait's French heritage, which has resulted in record setting brand awareness levels, and increased sales. Since the inception of the campaign Yoplait has enjoyed an 8.6% volume gain for the overall franchise with core lines advertised (Original and Light) dramatically outpacing category growth.

Brand: Yoplait
Client: General Mills, Inc. (Betty Crocker Fruit Snacks)
Agency: DDB Chicago
Language: English

1998 GOLD

The Heart Conversation

In a declining category that was focused almost exclusively on price discounting, Cheerios bucked trends by tapping into a new "growth opportunity" target --health -conscious Baby Boomers-- with a first ever FDA food product endorsement linking whole grain oats to improved heart health. Results were a heart-pumping success! In an increasingly price sensitive environment, the Cheerios "Heart Conversation" campaign quelled encroachment from private label knock-offs and grew Cheerios non-merchandised, full-margin dollar volume +6%; while other long established brands continued to slip.

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

1998 GOLD

Don't Skip the Zip

The "Don't Skip The Zip" campaign reminds consumers of how indispensable Miracle Whip's "tangy zip" is to the sandwiches their families love. With the help of this insightful and charming campaign, Miracle Whip usage is up for the first time in ten years.

Brand: Miracle Whip
Client: Kraft Foods, Inc.
Agency: JWT
Language: English