Food

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

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2003 SILVER

Respect Yourself in the Morning

Built on the insight that busy people are vulnerable to making bad food choices in the morning, Nutri-Grain's new campaign recognizes that "you are what you eat," offering a better breakfast to its busy and savvy adult target. The "Respect Yourself in the Morning" campaign's wry, tongue-in-cheek approach forces people to confront their own behavior and , at the same time, reappraise the brand. With a first-ever integrated program, the brand surrounded people when and where they are most vulnerable to bad morning foods. Nutri-Grain sales are up over 20% in 2002, with over a year of sustained success since the campaign debuted.

Brand: Kellogg's Nutri-Grain
Client: The Kellogg Company, Keebler Division
Agency: Leo Burnett USA
Language: English

2003 BRONZE

Coffee-mate. Coffee's perfect mate.

Coffee-mate sales and long-term growth potential were being threatened by evolving coffee habits, increased competitive activity and a lingering heritage as an out-of-fashion powdered creamer. The challenge was to grow the contemporary liquid franchise while maintaining the declining powder business or Coffee-mate would ultimately lose the leadership spot. The strategy was to elevate Coffee-mate beyond a mere coffee additive, positioning it as coffee's essential partner, which appropriately reflects coffee consumers' uncompromising passion toward their "perfect cup". In the seven months since the campaign's launch, Coffee-mate liquid sales have dramatically surpassed annual goals, and powder business has stabilized.

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

2003 BRONZE

The Taste Will Change You

Boca's new campaign was immensely successful at reaching aggressive growth goals. The work attracted new users into the meat alternative category despite negative taste perceptions among those who had never eaten one of our burgers...or at least didn't know that they had. The clever creative made it clear just how difficult it may be to tell the difference.

Brand: Boca Foods
Client: Boca Foods
Agency: FCB
Language: English