Agricultural, Industrial & Building

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2004 BRONZE

Sounds of Nature

How do you make noise in a sleepy window replacement category? Wake people up to the noticeable difference that Pella Replacement Windows will have on them personally. Consumer research identified that by providing better sleeping conditions, window improvements could be more about enhancing ones quality of life than simply making a home more beautiful. The "improvement" strategy resulted in an increase in Pella business as well as "better sleep" for their consumers.

Brand: Pella Windos & Doors
Client: Pella Corporation
Agency: Young & Rubicam New York
Language: English

2003 BRONZE

Beef. It's What's For Dinner.

This campaign, a refresh of the "Beef. It's What's for Dinner." campaign, is an unapologetic celebration of the virtues of eating Beef, with supporting stories designed to ease barriers to consumption. Specifically, the campaign is designed to educate women about the convenience and healthfulness of Beef, all the while championing Beef as the "King of all Meals." Results from this campaign demonstrate not only increases in Beef demand, but also marked improvements in consumer's perceptions of Beef as a nutritious and convenient dinner solution.

Brand: National Cattlemen's Beef Association (NCBA)
Client: National Cattlemen's Beef Association
Agency: Leo Burnett USA
Language: English

2002 GOLD

No one knows salt like we do

Morton's Salt challenge was to both convince the Industrial Salt Trade that Morton was the true leader in industrial salt applications and to significantly build business with this important market segment. The advertising campaign features "real" Morton sales representatives and told their stories, putting a "face" and "personality" to the company. reinforcing their leadership position. As result, both dollar volume and tons shopped far surpassed the competition and Morton's goal.

Brand: Morton Salt
Client: Morton International
Agency: DDB Chicago
Language: English