Food

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

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PROGRAM

2002 GOLD

Life is Full of Surprises

Through an honest, fresh and voyeuristic look at real kids choosing Life cereal over delicious, less nutritious foods, Quaker captures cherished moments that are emotionally poignant for parents. Delivering the brand's core strengths with emotionally charged target insights was a one-two punch that delivered creativity that worked. This breakthrough campaign jumped out from the formulaic malaise of most cereal advertising, and simultaneously helped Quaker realize one of the best growth years in the brand's history.

Brand: Life
Client: Quaker Oats Company
Agency: FCB
Language: English

2002 SILVER

Respect Yourself in the Morning

Built on the insight that busy people ate vulnerable to making bad food choices in the morning, Nutri-Grain's new campaign offers 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, growing Nutri-Grain 26% since it began, the brand surrounded people when and where they are most vulnerable to bad morning foods.

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

2002 SILVER

Magical Fortunes

Faced with declining sales, Lucky Charms had to do something radically different from the category norm to improve its business performance. Lucky Charms 'Magical Fortunes Campaign' marked a turning point in the brand's approach to tactical events and the way they support them. By developing events and advertising rooted in Lucky Charms' brand equity rather than the latest Disney movie, the campaign managed to actually increase sales by more than 5% vs. YA and build brand equity.

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