2010 SILVER

BREAKFAST FOODS

YOUR WAY

EGGO, KELLOGG'S

Grahm Petersen, Vice President of Marketing for Frozen Foods
Joseph Kramer, Brand Manager
Leslie Lee, Associate Brand Manager
Marisa Thompson, Brand Director
Janelle Bowman, Senior Manager of Market Research

LEO BURNETT

Tracy Bussan, Account Director
Pamela Serp, Account Director
Mark Oosthuizen, Creative Director
Mandy Waldor-Grahm, Account Planner

STARCOM WORLDWIDE

Adam Miller, Business Manager

Moms had a deep emotional loyalty with Eggo, but amid heavy competition we lost relevance in Mom's eyes and sales started to slump. We needed to get Moms to see us in a new light so that the love she had for the brand would turn into purchase. In order to do this, we needed to change Moms' perception of the brand, increase HH penetration, and ultimately reverse our slumping sales trend. In the end, we did get Moms to see us in a new light which led to an increase of 1.7 points in HH pen and 8.6% in base dollar sales.