ConAgra Foods Earns Double Honors at 2014 ARF David Ogilvy Awards
April 01 2014 - 4:08PM
Business Wire
Reddi-wip® Captures Grand Ogilvy Honors and
Teams with PAM® to Sweep Food & Beverage Category
Reddi-wip® Whipped Topping and PAM® Cooking Spray, both brands
of ConAgra Foods, Inc. (NYSE: CAG), were honored at the 2014 ARF
David Ogilvy Awards, recognizing companies that turn research
excellence into marketplace effectiveness. ConAgra Foods brands
swept the Food & Grocery category, with Reddi-wip receiving the
Gold Award and PAM Cooking Spray taking the Silver. ConAgra Foods
was the only company to win both Gold and Silver within a single
category. The awards, presented by the Advertising Research
Foundation, were especially memorable for Reddi-wip, which also
captured the top overall honor, the Grand Ogilvy Award.
“We’re tremendously proud of the recognition given to Reddi-wip
and PAM Cooking Spray at this year’s Ogilvy Awards,” said Chris
Hogan, senior vice president for Consumer Insights. “The awards
recognize how excellence in consumer research can be leveraged to
generate success in the marketplace. We are seeing sales success on
these brands, which is a testament to their insights-driven
marketing strategies.”
Reddi-wip’s award-winning entry focused on how the company
boosted sales outside the traditional holiday pie season by
highlighting a different host food, fruit. The campaign showed how
Reddi-wip has the power to transform fruit from an ordinary dish
into something more exciting and, with 15 calories per serving,
consumers can enjoy this feel-good treat every day. The campaign’s
advertising creative focused on how Reddi-wip delivers “The Sound
of Joy.”
PAM Cooking Spray effectively communicated its point of
difference against bargain-brand competition by highlighting PAM’s
new 99% less residue, non-stick formula. Consumers, many of whom
were unaware of the origins of cookware residue, could see the
difference when viewing PAM’s new formula in action against
margarine and other cooking sprays. The impact of residue was
brought to life in the advertising creative through an animated
character who represents the “Ghost of Meals Past.”
For more information on Reddi-wip, including low-calorie dessert
and smoothie recipes, visit www.reddiwip.com. For more information
on PAM Cooking Spray, including usage tips and recipes, visit
www.pamcookingspray.com. For more information on the 2014 ARF David
Ogilvy Awards, visit www.thearf.org/ogilvy-14.
ABOUT CONAGRA FOODS
ConAgra Foods, Inc. (NYSE: CAG) is one of North America's
largest packaged food companies with branded and private branded
food found in 99 percent of America's households, as well as a
strong commercial foods business serving restaurants and
foodservice operations globally. Consumers can find recognized
brands such as Banquet®, Chef Boyardee®, Egg Beaters®, Healthy
Choice®, Hebrew National®, Hunt's®, Marie Callender's®, Orville
Redenbacher's®, PAM®, Peter Pan®, Reddi-wip®, Slim Jim®, Snack
Pack® and many other ConAgra Foods brands, along with food sold by
ConAgra Foods under private brand labels, in grocery, convenience,
mass merchandise, club and drug stores. Additionally, ConAgra Foods
supplies frozen potato and sweet potato products as well as other
vegetable, spice, bakery and grain products to commercial and
foodservice customers. ConAgra Foods operates ReadySetEat.com, an
interactive recipe website that provides consumers with easy dinner
recipes and more. For more information, please visit us at
www.conagrafoods.com.
ConAgra FoodsDan Skinner,
630-857-1508Dan.Skinner@conagrafoods.com
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