Food

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

FILTER BY:

PROGRAM

2002 BRONZE

If We can convince them, we can convince you

After two years of continual decline, Morningstar Farms set ort to grow their dollar sales by 11% in 2001. to accomplish this goal, we had to persuade consumers to integrate Morningstar Farms veggie burgers into their "regular" diets. In order to overcome people's severe taste doubts, the "If we can convince them, we can convince you" campaign dramatized an avid test featuring the ultimate veggie burger skeptics - carnicorous cowboys. In the end, this campaign grew Morningstar Farms dollar sales 28%.

Brand: MorningStar Farms
Client: Morningstar Farms
Agency: Leo Burnett USA
Language: English

2002 BRONZE

Trademark: Never Have An Ordinary Day

Pepperidge Farm makes such high quality products that consumers often "save" them for special occasions. Supporting individual products, like Milano, drove sales of the product, but not the whole line. Pepperidge Farm needed to convince consumers to use their products on a more everyday basis AND they needed to do this in a way that benefited, not single products , but the whole franchise. The "Never Have An Ordinary Day" campaign drove sales across the entire line.

Brand: Pepperidge Farm
Client: Pepperidge Farm, Inc.
Agency: Young & Rubicam New York
Language: English

2002 BRONZE

Dual Target Campaign

In a declining category, Cap'n Crunch cereal had to achieve relevance with both younger and older kids in dramatically different ways in order to realize growth and revitalize its equity. By focusing on the fun and fantastical world of the Cap'n and his magic ship, Cap'n Crunch was to grab the attention of younger kids and never let go. With older kids, the brand was made cool again by associating the product with relevant and aspirational situations that are an important part of their emerging freedoms.

Brand: Cap'n Crunch
Client: Quaker Oats Company
Agency: FCB
Language: English