Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
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PROGRAM
2001 BRONZE
Nothing Fits Like A Ritz
The "Nothing Fits Like A Ritz" campaign was designed to remind today's' forgetful moms how Ritz fits their lifestyle. In order to communicate that Ritz's one of a kind taste was perfect for any eating occasion, we used our most appetizing icon, a Ritz cracker, combined with the brand's signature red and yellow colors. The result was a powerfully simple campaign idea that has exceeded all objectives, driving awareness and usage measures, franchise penetration and share of requirements. Ritz sales also increased significantly, delivering the highest marginal profit return and greatest advertising efficiency in the entire Nabisco portfolio.
Brand:
Nabisco Ritz
Client:
Nabisco Foods Company
Agency:
JWT Chicago
Language:
English
2000 GOLD
Crispy M&M's Launch
With the launch of Crispy "M&M's" in 1999, "M&M's" needed to revitalize its brand and regain the strong growth it had found earlier in the decade. It needed to do this with a line extension in the highly competitive taste segment of crispy/crunchy candies. The slowing growth of the overall category and the many new entrants from top brands were additional obstacles to the severe challenge that was placed before BBDO and the "M&M's" Franchise group. The Challenge was to make "Crispy" the biggest candy launch in M&M/Mars history.
Brand:
M&M's
Client:
Mars, Inc.
Agency:
BBDO New York
Language:
English
2000 BRONZE
Everyone Loves
Planters "Everyone Loves" campaign was designed to 1) solidify Planters leadership in the nut category while growing share in salty snacks, 2) convince younger consumers to consider nuts as an everyday snacking choice, and 3) leverage Planters core equities to make the brand more contemporary. Creative features three guys who encounter a "nutty" animal while snacking on nuts. The animal, in an effort to proves he loves nuts, creates a Mr. Peanut icon. The campaign has not only produced record-breaking copy effectiveness scores and been heralded by the press, but has also been the catalyst for unprecedented brand growth.
Brand:
Planters
Client:
Nabisco Foods Company
Agency:
FCB New York
Language:
English
FINALISTS
D´Onofrio
El D'Onoverso
Klondike
Rest in Peace, Choco Taco
Pop-Tarts
Pop-Tarts Frosted Banana Bread: Launching a Vibe, Not Just a Flavor
