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2007 BRONZE PACKAGED FOOD
UNITED STATES
Hebrew National No Ifs Ands or Butts
RAN IN: United States
CLIENT
ConAgra Foods
Tom Bartley, Dir. of Mktg. Paula Ford, Brand Mgr. Robin Reeves, Integrated Mktg. Mgr. , Adam Kmiec Interactive Mktg.
Leslie Goldman, Creative Dir.--Writer Enza Mullen, Creative Dir.-- Art Dir. Ann Morton, Group Account Dir. Sherri Levy, Producer Dave Maly, Creative Dir.
Bridge Worldwide
Jodi Schmidtgoesling, Associate Account Dir. Randy Limes, Account Executive
Mediacom
Claire Lee, Media
Beyond Interactive
Michael Winter, Media
SUMMARY
In a world of increasing demand for purer, more organic foods, hot dogs were losing their luster. All because of an (erroneous) consumer perception that hot dogs are made with 'mystery meat'. Hebrew National, a regional kosher brand, saw an opportunity to expand the brand's appeal to a broader audience by reassuring moms that Hebrew National kosher franks meet, even exceed, their standards for better eating. The story was quite simple: Only the best cuts of meat from the best parts of the cow--No Ifs, Ands or Butts. A simple message that would be brought to life in an exciting and breakthrough way to not only drive business, but completely reshape brand-- and category--perceptions.
