Food

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

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1995 SILVER

Cream of What?

During the 1993/1994 Hot Cereal Season, an upbeat, contemporary ad campaign helped turn around an ailing 100-year-old brand which faced crushing competition. With the new "Cream of What?" advertising, Cream of Wheat out-performed Quaker Oatmeal, grew volume immediately and on a long-term basis and actually out-performed the entire Hot Cereal Category.

Brand: Cream of Wheat
Client: Nabisco Foods Company
Agency: FCB/Leber Katz Partners
Language: English

1995 SILVER

The Magic Without The Machine

After weakly establishing themselves as the first instant cappuccino beverage nationally, Maxwell House learned that Nestle would be launching a competitive product in December quarter 1993. Maxwell House needed a new campaign to protect their franchise against Nestle by quickly building awareness and consumption, firmly establishing ownership of the market. The campaign breaks through to consumers by making the sophistication of cappuccino accessible via a warm and humorous situations of people pretending to make real cappuccino to impress their guests but serving Maxwell House Cappuccino instead.

Brand: Maxwell House Cappuccino
Client: Kraft Foods, Inc.
Agency: Ogilvy & Mather
Language: English

1995 SILVER

Charge Against Hunger

The American Express Charge Against Hunger demonstrated once again the power of cause-related marketing--to do good for the cause and to do well for the sponsor. American Express set out to raise awareness of the problem of hunger in America and in the process raised $5MM for the hunger organization Share Our Strength.

Brand: American Express
Client: American Express Company
Agency: Ogilvy & Mather
Language: English