Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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2008 SILVER
Messin With Sasquatch
Despite being the market share leader, Jack Link's had minimal brand awareness. We led our small category, but were a blip on the broader snacking landscape. Slim Jim and the other core competitors were mounting an offensive. Despite increased competitive pressure and the noise of the snackfood category, we grew dollar sales by over 20%. Our key: make the snack part of the experience. "Feed Your Wild Side" let consumers participate in the story through laugh-out-loud and involving creative, media environments, sponsorships and sampling opportunities.
Brand:
Jack Link's Jerky
Client:
Jack Link's Jerky
Agency:
Carmichael Lynch
Language:
English
2007 SILVER
Flavor Decision '06
Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting - and into a freezer case flooded with competing new flavors. To meet this challenge, the agency created Flavor Decision '06, a coordinated election campaign of sampling, online voting and multimedia advertising. The campaign enabled Mayfield to post record sales of the new flavors - enough to justify adding two of them as permanent SKUs while maintaining overall Mayfield Ice Cream sales in a down market.
Brand:
Mayfield Dairy Farms
Client:
Mayfield Dairy Farms
Agency:
The Johnson Group
Language:
English
2007 SILVER
Finn and Friends
Goldfish was a minnow in an ocean of snack brands. Outspent 4 to 1 by competitors such as Frito-Lay, the brand had to find a new way to punch above its weight. Not only did the new Goldfish campaign take the brand out of its flat growth, but within just three months we outpaced competition by 4TIMES! Our sales increased to 31% vs. YAGO in July. Our new communication model helped us reconnect with tweens and gain affinity. It was a break-through success story!
Brand:
Goldfish
Client:
Pepperidge Farm, Inc.
Agency:
Young & Rubicam
Language:
English
FINALISTS
Klondike
Rest in Peace, Choco Taco
Pop-Tarts
Pop-Tarts Frosted Banana Bread: Launching a Vibe, Not Just a Flavor
Skittles
Skittles - "Don't Throw the Rainbow"
