Food

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

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1999 BRONZE

The Return of the Champion

Wheaties returned to its championship sports heritage and reconnected with its fans in a campaign that embraced the 8th Wheaties Champion-Tiger Woods. Reinvigorated emphasis on its sports legacy, while staying true to its nutritional roots, helped drive Wheaties share up 24% vs. pre-campaign levels.

Brand: Wheaties
Client: General Mills, Inc.
Agency: DDB Chicago
Language: English

1998 GOLD

Yoplait, C'Est Si Bon.

The "Yoplait, C'Esti Si Bon" campaign leverages Yoplait's French heritage, which has resulted in record setting brand awareness levels, and increased sales. Since the inception of the campaign Yoplait has enjoyed an 8.6% volume gain for the overall franchise with core lines advertised (Original and Light) dramatically outpacing category growth.

Brand: Yoplait
Client: General Mills, Inc. (Betty Crocker Fruit Snacks)
Agency: DDB Chicago
Language: English

1998 GOLD

The Heart Conversation

In a declining category that was focused almost exclusively on price discounting, Cheerios bucked trends by tapping into a new "growth opportunity" target --health -conscious Baby Boomers-- with a first ever FDA food product endorsement linking whole grain oats to improved heart health. Results were a heart-pumping success! In an increasingly price sensitive environment, the Cheerios "Heart Conversation" campaign quelled encroachment from private label knock-offs and grew Cheerios non-merchandised, full-margin dollar volume +6%; while other long established brands continued to slip.

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