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Betty Crocker: Fruit Flavored Snacks
Win One, Give One

RAN IN: United States

CLIENT
General Mills

Camille Gibson - VP, Mktg. Director
Mary Cavanaugh - Integrated Comm. Director
Chelsea Chung - Integrated Comm. Planner
Ben Mand - Mktg. Manager
Mary Marette - Brand Design Manager
Kwok Ng - Consumer Insights Assoc.
Colleen Orani - Assoc. Mktg. Manager
Iren Tengwall - Consumer Insights Manager
Melissa Wildermuth - Integrated Comm. Manager
Jessica Zazworsky- Assoc. Mktg. Manager

AGENCY
Ultra Creative *Lead Agency


Idea Park


GolinHarris


Publicis Modem


Saatchi & Saatchi


SUMMARY

While kids loved the opportunity to win, they were increasingly excited by the opportunity to make a positive impact with others. Through our partnership with One Laptop Per Child, "Win One, Give One" gave kids the opportunity to win big and give a laptop to kids in Africa. Our challenge was engaging mom. Cinema ads provided a teachable moment while the promotion itself helper her instill values that will last a lifetime. Using inspirational TV, PR and online we generated strong awareness for both our brands and this worthy cause.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, PR, Cinema, Packaging

Audience: Mothers, Children (12 and under)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English