Food

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

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PROGRAM

1996 BRONZE

Squeeze

The 1995 "Pardon me...Do you have any Grey Poupon" campaign, and specifically the launch of the Grey Poupon Squeeze bottle has successfully contributed to the brand now being perceived at a top-drawer brand, but one that should be used everyday rather than just for special occasions. the effectiveness of the overall campaign is evident in increased sales. And the rightness of the Squeeze package and accompanying ad is borne out by the lower-than-expected cannibalization of existing Grey Poupon sales, the popularity of the PR program with the press and public, and the dramatic increase in share-of-market during the critical seasonal period.

Brand: Grey Poupon
Client: Nabisco Foods Company
Agency: Lowe and Partners/SMS
Language: English

1996 BRONZE

Signal Garment

The Kellogg's Special K "Signal Garment" campaign was developed to broaden the brand's appeal and generate growth after eight years of share decline that began in the late 1980s. The common end benefit strategy of looking good was an important motivation to both user groups, and the "Signal Garment" insight dramatized this benefit.

Brand: Kellogg's Special K
Client: The Kellogg Company
Agency: Leo Burnett USA
Language: English

1996 BRONZE

Sequel

NatraTaste is a new sugar substitute product, created to be identical to major-competitor Equal in both sweetener ingredient and taste, at a much lower price. The campaign , financially restrained in order to achieve the marketing goal, had to communicate this message through name, packaging and FSI-with-coupon, with one line: Same sweetener as Equal at a sweeter price The Sequel campaign followed, in consumer magazines, positioning NatraTaste as the optimum in sugar substitutes, an implied improvement on Equal.

Brand: Natra Taste
Client: Cumberland Packing Corporation
Agency: Pedone & Partners, Inc.
Language: English