Food

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

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2001 SILVER

Siblings

The new Easy Mac campaign, "Siblings", was developed to address concerns that previous advertising was not converting awareness to trial. Also, key communication benefits were not coming across as strongly as expected. "Siblings" is built on the consumer insight that mom needs to foster her kids' independence, versus the previous "convenience" insight. This insight, along with being able to leverage the quality and value consumers associate with Kraft Macaroni & Cheese, will help Easy Mac differentiate itself from many new products entering the easy-to-prepare meals and snacks category. "Siblings" has proven successful through performance well above expectations in awareness, trial and message communications.

Brand: Kraft Easy Mac
Client: Kraft Foods, Inc.
Agency: FCB Chicago
Language: English

2001 BRONZE

I could go for something JELL-O

JELL-O Instant Pudding had seen consumption sliding by an average 4% over the past 3 years. "Moving Day" was 90% of the communications support behind the product and was successful at driving a 1.9% increase in consumption. A simple change in strategy and a simple creative idea combined to change consumer perceptions about the brand and motivated them to buy and make JELL-O Instant Pudding.

Brand: JELL-O Chocolate Pudding
Client: Kraft Foods, Inc.
Agency: Young & Rubicam
Language: English

2001 BRONZE

It's What Your Family Deserves

"It's What Your Family Deserves" is designed to build on Tyson Foods' leadership in the poultry category and to boost brand perceptions of quality, safety, value and trust. The new campaign successfully informs consumers that Tyson chicken is naturally wholesome and raised without hormones or steroids. The advertising features family-oriented themes, reinforcing Tyson's core values and broader corporate marketing programs.

Brand: Tyson
Client: Tyson Foods, Inc.
Agency: DDB Chicago
Language: English