Food

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

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1998 BRONZE

Get the Bisquick Down

The objective of the "Get the Bisquick Down" TV campaign was to halt the decline of Bisquick volume and build awareness of the brand. To accomplish this, the campaign communicates "ownership" of the weekend family breakfast occasion. As a result, Bisquick volume decline not only halted, but increased +2%. Additionally, the campaign delivered a record setting brand awareness score of 78% in copy testing, significantly above the norm of 47%.

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

1998 BRONZE

Hard vs. Easy Seafood

The goal of the Louis Kemp "Hard vs. Easy Seafood" campaign was to grow awareness of Louis Kemp by very simply explaining what the product was and why consumers should try it. It addressed consumers' primary barrier to using the product and utilized a more intrusive media strategy to impact consumers when they were most open to a Louis Kemp message.

Brand: Louis Kemp
Client: Tyson Seafood Group
Agency: DDB Chicago
Language: English

1998 BRONZE

Fresco

The Contadina "Fresco" campaign was developed to address specific marketplace issues. There was a need to differentiate Contadina refrigerated pasta and sauces as the authentic, contemporary Italian brand, freshly prepared for the way people eat today, to provide a leverageable point of difference versus the rapidly growing shelf stable segment. The campaign was both effective and efficient, restoring Contadina as the clear sales leader, and increasing overall brand awareness and penetration with only a modest marketing investment.

Brand: Nestle-Contadina
Client: Nestl USA
Agency: McCann-Erickson
Language: English