Food

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

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2001 GOLD

Chewy Stops the Chatter

Honest, clever and very "kid-like" Quaker Chewy granola bars wanted to stop Mom in her tracks. Using familiarity with a twist, this campaign hits her head on. With a wink and a nod, the campaign shows a keen understanding of both the trials, and the joys, of "kids being kids." By focusing on the wonderful experience kids have with the brand, the work stakes new ground for Quaker Chewy in an extremely competitive category, and has helped Quaker realize the best growth year in the brand's history.

Brand: Quaker Chewy
Client: Quaker Oats Company
Agency: FCB Chicago
Language: English

2001 SILVER

Una Gr-r-ran Pasion

Kellogg's recognized the growing All-Family appeal of Frosted Flakes and was able to implement a fully integrated marketing effort targeting Adults, which featured the breakthrough television spot ("Supermarket"). Despite facing a tremendous competitive spending disadvantage, Kellogg's exceeded its own expectations for the brand in just seven months and rode Frosted Flakes' impressive growth to strengthen its overall leadership position among Hispanics.

Brand: Kellogg's Frosted Flakes
Client: The Kellogg Company
Agency: Lapiz
Language: English

2001 SILVER

Death by Chocolate Cookie

Though Baker's Baking Squares have been in Markets for over 200 years, this traditional brand had been faced with declining sales over the course of the past few years. Today's time-pressed bakers needed a reason to use Baker's again. Understanding that modern bakers usually make cookies and reaching consumers when they are in the baking mindset helped Baker's to successfully turned around sales, increasing consumption by 14.5% via the Death by Chocolate Cookie campaign.

Brand: Baker's Chocolate
Client: Kraft Foods, Inc.
Agency: Young & Rubicam New York
Language: English