RENAISSANCE
SILvER WINNER
RESTAuRANTS — LAuNCh & RELAuNCh
bRoNZE WINNER
Lay’s
Jack in the box
FRITo-LAy NoRTh AMERICA
Gannon Jones VP-Mktg.
Dave Skena VP-Lay’s Portfolio
Kate Garner Sr. Product Mgr.-Lay’s
Linda Bethea Mktg. Mgr.-Lay’s
Jim Meier Insights Mgr.-Strategy & Insights
JuNIpER pARK
Jill Nykoliation
Terry Drummond
Alan Madill
Barry Quinn
Chris Hunter
JACK IN ThE box
Terri Graham
Andrea Shuff
Patti Foley
Sr. VP-CMO
Mgr.-Creative Devel.
Dir.-Media & Merch.
SECRET WEApoN MARKETING
Joanne O’Brien Group Acct. Dir.
Jed Firestone Asst. Acct. Exec.
LA AGENCIA DE oRCI & ASSoCIATES
Robert Santiago Dir.-Client Services
hoRIZoN MEDIA
Barbara Thompson
Michaela Krams
James Fujii
ApoLLo INTERACTIvE
Lauren Perley
Sr. VP-Mngng. Dir.
Brand Group Dir.
Brand Planning Dir.
Acct. Mgr.
hAppINESS IS SIMpLE
Lay’s is an iconic American brand that has historically dominated
the snack category. But in recent years Lay’s had become
stagnant amid perceptions it is the poster child for junk food.
This campaign flipped misperceptions about the product and
reignited consumers’ love affair with the Lay’s brand.
MINI Co WboyS — INNovATIoN IN ThE FACE
oF DISCouNTING
As the economy turned on the fast food industry in 2009, competitors reacted with much discounting. Jack in the Box wanted to
fight back to increase same store sales and loyalty with innovation
instead of discounting. This campaign capitalized on the “smaller”
trend and took advantage of the strong equity Jack in the Box
had in sirloin by introducing the Mini Sirloin Burger. Mini cowboys
herding mini cattle helped Jack sing the “Yippie Yi Yay” Mini Sirloin
Burgers song to set off a You Tube frenzy and increase Jack in the
Box sales when positive sales numbers were all but impossible.
