Food

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

FILTER BY:

PROGRAM

1998 SILVER

Fabio Statue

I Can't Believe It's Not Butter! was challenged by a steadily declining category, aggravated by reduced butter pricing and negative publicity about margarine. Building momentum and gaining market share depended on generating consumer excitement around the Brand. Success was achieved by developing a well choreographed marketing plan with intrusive advertising featuring celebrity star, Fabio, the King of Romance. Sales responded with a 13% growth in volume catapulting the I Can't Believe It's Not Butter brand to the #1 dollar share position in the category.

Brand: I Can't Believe It's Not Butter!
Client: Lipton
Agency: McCann-Erickson
Language: English

1998 BRONZE

Get the Bisquick Down

The objective of the "Get the Bisquick Down" TV campaign was to halt the decline of Bisquick volume and build awareness of the brand. To accomplish this, the campaign communicates "ownership" of the weekend family breakfast occasion. As a result, Bisquick volume decline not only halted, but increased +2%. Additionally, the campaign delivered a record setting brand awareness score of 78% in copy testing, significantly above the norm of 47%.

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

1998 BRONZE

Hard vs. Easy Seafood

The goal of the Louis Kemp "Hard vs. Easy Seafood" campaign was to grow awareness of Louis Kemp by very simply explaining what the product was and why consumers should try it. It addressed consumers' primary barrier to using the product and utilized a more intrusive media strategy to impact consumers when they were most open to a Louis Kemp message.

Brand: Louis Kemp
Client: Tyson Seafood Group
Agency: DDB Chicago
Language: English