NEW YORK: ConAgra Foods, the Nebraska-based packaged foods company, won the Grand Ogilvy at the 2014 ARF David Ogilvy Awards for a marketing campaign that successfully repositioned its Reddi-wip whipped cream as a year-round brand.
The annual awards cover 17 identifiable categories, each offering a Gold Award, to celebrate "the extraordinary and/or creative use of research in the advertising development processes" of research firms, advertising agencies and brand owners. The Grand Ogilvy Award goes to the highest scoring Gold winner.
ConAgra's campaign, entitled "Reddi-wip: Unleashing the Joy of Reddi-wip and Fruit", worked on the insight that the product could make ordinary fruit more exciting and it drew on its low-calorie credentials to promote Reddi-wip as a healthy snack.
Supported by digital and in-store ads, including a partnership with a fruit brand, the campaign succeeded in boosting sales for each month compared to the previous year.
DDB California, Aspen Marketing, JSH&A and Possible were the agencies employed while ConAgra used research from Ipsos ASI, Communicus, Consumer Knowledge Centre Ltd, The Insight Connection and the NPD Group. Media services were provided by Mediacom and Spark.
Other campaigns that achieved recognition at the 2014 Awards included Hewlett Packard (HP), the information technology company, which won Gold in the Appliances and Electronics category as well as an Industry Award for Business Challenges.
It successfully met a challenge from low-cost competitors by promoting its printers to parents in India who were keen to support their children's schoolwork.
Coca-Cola picked up a Gold Award and a Cross-Cultural Industry Award for an immersive campaign in Latin America that sought to associate the soft drink with happiness via a series of ads and online interaction with consumers.
Individual category winners included online retailer Art.com in the Household category, Ford in the Entertainment and Sports category for a campaign that linked its Ford Fusion with a new video game popular with men aged 25 to 49, and Bank of America in the Financial Services category for its "Life's Better When We're Connected" promotion.
Elsewhere, Physicians Mutual Insurance won Gold for Professional Services while Kmart, the discount US department store chain, won the Retail and eCommerce category for addressing a reputational issue with a good-humoured ad that was released on YouTube and promoted across social media.
Data sourced from ARF; additional content by Warc staff