2009 SILVER

PACKAGED FOOD

CHILDHOOD IS CALLING

RICE KRISPIES, KELLOGG

Kim Miller, VP-Morning Foods
Yuvraj Aroroa, Assoc. Dir.
Karl Miller, Sr. Brand Mgr.
Ananta Engineer, Sr. Mgr.-Mkt. Rsch.

LEO BURNETT USA

Craig Barnard, Sr. VP-Exec. Creative Dir.
Chris Julcher, VP-Creative Dir.
Jill Gray, Acct. Dir.
Megan van Someren, Sr. VP-Planning Dir.

STARCOM WORLDWIDE

Trina Potter, Assoc. Media Dir.
Leigh Godin, Media Assoc.

BIGGS-GILMORE

With growing pressure from an already noisy category, the only cereal that talks realized that perhaps it was talking to the wrong people. Research uncovered a strong but latent affinity for Rice Krispies, especially among moms, who had fond memories of listening to the Snap! Crackle! and Pop! of the cereal, or of making Rice Krispies treats with their own moms. The new campaign targets moms, reminding them that all it takes is a bowl of Rice Krispies to spark a simple, meaningful moment of connection with their kids.