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.

S: 7. 25” T: 8. 25” B: 8. 5”

dog snacks

S: 10”

T: 10.875” B: 11.125”

Thanks to the Pup-Peroni team for giving us something to wag our tails about! From all your friends at DRAFTFCB.

• SAN FRANCISCO • 415-820-8000

CLIENT APPROVAL:
LAST REVISION: 5-14-2010 12: 49 PM
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