Food

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

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1998 SILVER

Makes Every Bite Better

Bacos had lost its title of category leader and was in a two year slump. By identifying a unique benefit and exploiting the competition's weakness, Bacos has regained leadership with the first sustained volume and share increase in 2 years.

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

1998 SILVER

The Taste You Can See

By tapping into the increasingly lucrative kid market, Cinnamon Toast Crunch has leveraged the success of "The Taste You Can See", exceeding performance goals by 800% and becoming General Mills' most profitable growing cereal brand.

Brand: Cinnamon Toast Crunch
Client: General Mills, Inc. (Betty Crocker Fruit Snacks)
Agency: Campbell Mithun
Language: English

1998 SILVER

Fabio Statue

I Can't Believe It's Not Butter! was challenged by a steadily declining category, aggravated by reduced butter pricing and negative publicity about margarine. Building momentum and gaining market share depended on generating consumer excitement around the Brand. Success was achieved by developing a well choreographed marketing plan with intrusive advertising featuring celebrity star, Fabio, the King of Romance. Sales responded with a 13% growth in volume catapulting the I Can't Believe It's Not Butter brand to the #1 dollar share position in the category.

Brand: I Can't Believe It's Not Butter!
Client: Lipton
Agency: McCann-Erickson
Language: English