Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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1999 GOLD
Chihuahua
An eight pound dog with an insatiable, unstoppable craving for Taco Bell not only helped arrest a 5-year sales decline - it reversed it. Unprecedented advertising awareness with strong brand identification, incredibly likeable creative that spoke to the core target, all contributed to the resurrection of the brand and the return of the target. The fact that the campaign was one of the most likeable and effective campaigns ever tested by Ad Track didn't hurt either.
Brand:
Taco Bell
Client:
Taco Bell Corporation
Agency:
TBWA\Chiat\Day
Language:
English
1999 SILVER
did somebody say McDonald's?
In the summer of 1997, DDB Needham was hired by McDonald's to rebuild and re-energize its brand image and reverse an alarming decrease in sales. By capitalizing on consumers' latent reservoir of good will for McDonald's, the "did somebody say McDonald's?" campaign has turned the McDonald's business around.
Brand:
McDonald's
Client:
McDonald's Corporation
Agency:
DDB Chicago
Language:
English
1999 BRONZE
New French Fries Introduction
Traditionally, Burger King fries have ranked a distant third in the FFHR category to both the industry's gold standard: McDonald's, and to Wendy's. After spending three years, developing superior-tasting French fries, which beat McDonald's fries in a nationwide blind taste test, Burger King launched its new fries with the objective of eroding the consumer's long-time love affair with McDonald's fries. Using an integrated marketing program that was linked thematically by "spoke-spud", Mr. Potato Head, Burger King successfully met and exceeded its marketing goals. Most importantly, Burger King moved to second place as the chain serving the "best French fries' and even switched millions of consumers over to its new fries by stealing sales from the category's fry leader, McDonald's.
Brand:
Burger King
Client:
Burger King Corporation
Agency:
Ammirati Puris Lintas
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
