Fresh, packaged and frozen foods both regular and diet/light.
Apple Cinnamon Cheerios was introduced to broaden Cheerios consumer base and invigorate the Cheerios franchise. The brand was developed to appeal to older kids and young adults, two underdeveloped segments of the franchise. The brand's success depended on our ability to both break through the multitude of competitive taste messages and establish an identity separate from the other Cheerios brands. The novel look, sound and selling idea in the "Listen" campaign not only made Apple Cinnamon Cheerios the most successful new cereal in ten years, but build the weaker segments of the franchise and led to dramatic overall growth.
Brand: Apple Cinnamon Cheerios
Client: General Mills, Inc.
Agency: Saatchi & Saatchi
Lea & Perrins Original Worcestershire Sauce
The Lea & Perrins Original Worcestershire Sauce campaign was designed to quickly increase volume in a very low interest category. The solution was to entertainingly involve the consumer and simply communicate the many ways Lea & Perrins could be used to make foods taste better.
Brand: Lea & Perrins Original Worcestershire Sauce
Client: Lea & Perrins, Inc.
Agency: HDM/New York
The objective of the new "Philly Instead" campaign was to increase volume of this mature brand by convincing consumers to break the ingrained butter/margarine habit and substitute Philadelphia Brand Cream Cheese.
Brand: Philadelphia Brand Cream Cheese
Client: Kraft USA
Agency: J. Walter Thompson Company USA