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2007 SILVER

Leader of Lean

Beef, once America's favorite meal, faced dramatic erosion in consumption, due to chicken's perceived nutritional and price advantages. Targeting skeptical Beef lovers, the 2006 campaign challenged Beef's unhealthy reputation while fueling passion for its superior taste. The big idea: cut through the bull and dish up the truth. Beef is a lean leader, and we've got 29 low-fat cuts to prove it. Candid headlines, sumptuous imagery and unabashed copy gave nutrition-savvy consumers an alibi to satisfy their craving. The advertising reinforced Beef's position as a lean leader, igniting loyalty, inspiring sales and positively changing consumer beliefs about its healthfulness.

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

2007 BRONZE

Family Farm Raised

Coming off a record sales year, Gold'n Plump Poultry was facing a national oversupply of chicken due to widespread headlines about avian influenza, arsenic and salmonella. To combat consumer fears and differentiate the brand from larger competitors we launched a campaign centered around the fact that Gold'n Plump chickens are raised on local family farms by people who know what's best for chicken. Even in the face of an organic chicken boom, Family Farm Raisedhelped Gold'n Plump achieve increased sales and record levels of advertising awareness and loyalty.

Brand: Gold'n Plump
Client: Gold'n Plump Poultry
Agency: Gabriel deGrood Bendt
Language: English

2006 GOLD

Never Plunge Again

American Standard launched an innovative flushing system in 2004, which became the most successful product launch in the company's 132-year history. But with competitors introducing improved flushing toilets of their own, the challenge was to defend its title in year two. By identifying the true source of consumer toilet angst - the plunger - American Standard was able to get consumers to listen and believe the message of a superior flushing toilet with a promise that consumers will "never plunge again."

Brand: American Standard
Client: American Standard Bath & Kitchen
Agency: Carmichael Lynch
Language: English