Truvia

Zanna McFerson, Assistant Vice president Cargill Health&Nutrition
Katie Woolery, Marketing Communications Manager

Ogilvy & Mather *Lead Agency

Donna Charlton-Perrin, Creative Director
Tereasa Surrat, Creative Director
Graceann Bennett, Sr.Partner, Director of Strategic Planning
Becky Getz, Sr Partner, Director of Account Management
Nicole Friedman, Sr. Consultant, Marketing Strategy
Elana Tuizer, Account Supervisor

RF Binder

Atalanta Rafferty, Executive Managing Director

Universal McCann

Ian Ronin, VP, Associate Media Director

MARS Advertising

Periscope

Truvia aimed to move from the #3 sugar substitute brand (measured by share) to #2 by stealing share from a key competitor. They needed to gain consumer trust and awareness of its benefits to expand beyond early adopters, and block competitors. The creative leveraged humorous songs with an honest but fun vibe. During the campaign, Truvia increased its share and became #2. Its growth outpaced total category growth fivefold. It was directly mirrored by a 5 point loss in the key competitor's share, suggesting Truvia successfully stole from them.