pACKAGED FooD
GoLD WINNER
pACKAGED FooD
SILvER WINNER

Foster Farms
Stouffer’s

FoSTER FARMS

Ira Brill

Dir.-Advt. & Mktg. Services

GooDby, SILvERSTEIN & pAR TNERS Hamish Chandra Brand Strategy Dir. Ashley Weber Acct. Mgr. Craig Mangan Copywriter Paul Charney Assoc. Creative Dir. Devin Sharkey Designer Rich Silverstein Co-Chrmn.-Part.

FINEMAN pR

Lorna Bush

VP

STouFFER’S (NESTLé) Christine Dahm Brett White

Sr. VP-Mktg. Brand Dir.

JWT Walt Connelly Laura Fegley Adrian Barrow Allison Green Andrew Jones Torrey La Grange

Exec. Creative Dir.
Creative Dir.
Exec. Planning Dir.
Planner
Bus. Dir.
Acct. Dir.

ZENIThopTIMEDIA
pubLICIS CoNSuLTANTS | pR
DIGIKNoW
RyAN pARTNERShIp
SAy No To pLuMpING

REKINDLING STouFFER’S ICoNIC STATuS

For over 50 years, Stouffer’s has been the biggest name in frozen dinners. But despite its success, the brand was beginning to lose touch emotionally with hardworking, heartland moms, and this was driving up the cost of growth. What Stouffer’s needed was a new enthusiasm and a new role in mom’s life. Its story revolves around the surprising power of dinner. The mission is: Let’s fix dinner. The early results are encouraging: Stouffer’s is enjoying renewed cultural relevance and category-leading growth at double the margin initially projected for the campaign.

Klondike

bRoNZE WINNER
pET CARE

pup-peroni

uNILEvER Jostein Solheim Alberto Di-Leo Mike Hurley

VP-Ice Cream
Dir.
Sr. Brand Mgr.

DEL MoNTE
Bill Pearce
Christie Fleming
Tai Doong
Sue Resnicoff

CMO
VP-Mktg., Pet Snacks & Pet Specialty
Dir.-Pet Snacks
Sr. Brand Mgr.-Soft & Chewy

DDb NEW yoRK
Jennifer Fox
Amy Eagle
Chuck Borghese
Howard Finkelstein
Bonnie Lutz

Brand Planning Dir.
Global Acct. Dir.
Group Creative Dir.
Copywriter
Art Dir.

DRAFTFCb Sean Hardwick Hilary Hamer Janis Rodda Matthew Willcox Molly Cabe Bradley Meyers

Sr. VP-Group Mgmt. Dir.

Sr. VP-Group Media Dir.

Sr. VP-Media & Strategic Planning Dir.

VP-Strategic Planning Dir.

Assoc. Creative Dir.

MINDShARE

Greg Manago

CoyNE pR

Dir.-Mindshare Entertainment N.A.

SToRy

Meghan Stewart

STARCoM

Dir.-Mktg. Services

GoLIN hARRIS DoubLE DARE

DoGS JuST KNo W

In 2008, Pup-Peroni faced 20 straight months of declining share while its primary competitor dominated the marketplace in both share of media and consumer perception. Research suggested the communications in this category missed the emotional relationship owners share with their dogs and the role treating plays in that relationship. Pup-Peroni was repositioned to evoke a more emotionally relevant relationship connected to an ownable reason to buy. The campaign was designed to grow awareness and consumption and exceeded goals with a seven-point lift in awareness and 33% growth in consumption.