Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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PROGRAM
2005 GOLD
Big Bell Value Menu
How does Taco Bell, the "cheap" Mexican option, get back in the value game? Refresh what value means at fast food and knock Wendy's out of its value leadership position. How did we do it? A successful introduction of the Big Bell Value Menu drove visit frequency among the Heavy Fast Food User, and menu triers came back to the brand more often resulting in dramatic sales increases. And, we knocked Wendy's off its value leadership pedestal.
Brand:
Taco Bell
Client:
Taco Bell Corporation
Agency:
FCB
Language:
English
2005 SILVER
i'm lovin' it
This campaign positions McDonald's Premium Salads as a meal for health-conscious women and communicates McDonald's interest in balance, active lifestyles. Specifically, the campaign positions Premium Salads as a lighter- fare meal option and highlights McDonald's awareness of women's interest in active lifestyles. Results from this campaign demonstrate not only increases in Premium Salad sales, but also improvements in consumers' perceptions of McDonald's as offering foods that "change with the times."
Brand:
McDonald's Premium Salads
Client:
McDonald's Corporation
Agency:
Leo Burnett USA
Language:
English
2005 BRONZE
The Revolution
Hardee's had been experiencing sales declines over several years. With failed new product introductions, on-going heavy discounting and a broad lunch dinner menu the brand was in serious decay and considered the most avoided fats food restaurant ( Attitude & Usage Study, 2001). The answer came from a product never before seen in the fast food world, Thickburgers. The biggest challenge then became getting consumers to believe that Hardee's could sell a premium burger. Campaign goals were outlined as: (1) Increase sales, (2) regain consumer confidence in the brand, (3) Attract core heavy Fast Food Users (HFFU), Males 16-34, (4) Gain credibility as the "Best Burger Place." (5) All of these goals were met with exceptional results.
Brand:
Hardee's
Client:
Hardee's Food Systems
Agency:
Mendelsohn Zien Advertising
Language:
English
FINALISTS
Papa John's
Doritos Cool Ranch Papadia Was ‘My Idea’
McDonald's
Mates make it Macca's
KFC
KFC's Left-Handed Menu
