Packaged and frozen foods both regular and diet/light.
Lumberjacks Eat Moore
After a decade without investment Dinty Moore Stew had lost relevance with both its core target and retailers. Sales had declined by almost 50%. Leveraging insights from "blue-collar" working-man's culture and taking advantage of a pop-culture fashion trend, the brand re-claimed recognition as the real working man’s meal. Successfully bringing back lapsed users and reversing 10-year declines with a +18% increase in volume sales and +36% dollar sales lift and 16% increase in household penetration. All with a budget of just $1.1MM.
- Brand: Dinty Moore® Stew
- Client: Hormel Foods Corporation
- Agency: BBDO Minneapolis
Oscar Mayer - "For the Love of Hot Dogs"
Hot dogs - a cornerstone of America - were exposed as posing a health risk equal to smoking. Negative publicity swirled. Families turned their backs on their beloved hot dogs; category sales were in steep decline. Oscar Mayer, once America’s favorite hot dog, was in the dog house. Thanks to Oscar Mayer’s “For the Love of Hot Dogs” campaign, they rebuilt families’ trust, and earned back their place at the table. They reversed the negative trajectory of their business and surpassed every goal established for household penetration, sales and sentiment.
- Brand: Oscar Mayer
- Client: Oscar Mayer
- Agency: mcgarrybowen
Love at First Taste
This is a story about remaking an old brand for a new generation by finding fresh insight in a stale category. Knorr needed to establish an emotional connection with a new generation, Millennials. "Love at First Taste" was a social experiment based on an insight from Millennial culture that flavor is personality. Our campaign asked a provocative question can flavor help you find love? Not only did we prove our hypothesis, we generated 1+ billion free impressions, grew brand equity measures that were flat for years, and got a new generation talking about Knorr.
- Brand: Knorr
- Client: Unilever
- Agency: MullenLowe U.S.