Food

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

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2003 BRONZE

Sunday Morning

Plagued with multi-year penetration declines, Pillsbury Grands! Cinnamon Rolls needed to restore growth and attract new users. Grands was positioned as the irresistible delight that pulls families together for special weekend breakfasts - a "Sunday Morning Magnet". The "Sunday Morning" execution used a real-life family, not actors, to present aspirational emotions in the context of real lives.

Brand: Pillsbury Grands! Cinnamon Rolls
Client: General Mills, Inc.
Agency: D'Arcy
Language: English

2002 GOLD

Funny Faces

Tender Harvest leveraged its emotional brand assets in response to new marketing activity from its organic baby food competitor. The consumer insight profiled moms with a desire to battle mealtime boredom by making baby's experience fun and adventuresome. The campaign helped the brand improve its leading share position and return sales to double-digit growth.

Brand: Tender Harvest
Client: Gerber Products Company
Agency: Noble & Associates
Language: English

2002 GOLD

Mama's Boys

Who needs to filled up right more than a hard-working professional football player? And who knows how to do it better than his Mom? Soup-wielding mothers and their superstar sons prove a winning combination for humor and double-digit growth!

Brand: Campbell's Chunky Soup
Client: Campbell Soup Company
Agency: Young & Rubicam New York
Language: English