CLIENT
Kraft Foods, Inc.
Rick Searer, Group VP and President- US Convenient Meals Sector
Howard Brandeisky, VP- Mktg. - South Beach Diet Foods
Carolyn Rodeffer, Senior Dir.- Development
Claudia Blazer, Brand Dir.- Development
Karen Adams, Senior Dir.- Intergrated Mktg.
Maher Bahu, Dir.- Consumer Insights and Strategies- South Beach Diet
AGENCY
Joan Black, EVP- Worldwide Group Account Dir.
Ellen Dreyer, SVP- Group Account Dir.
Elizabeth Ross, VP- Account Dir.
Jackie Irmen, Acount Executive
Kurt Fries, SVP- Executive Group Creative Dir.
Mary Beth Reed, SVP- Group Creative Dir.
MediaVest
SUMMARY
This campaign has successfully carved a place for South Beach diet foods in the weight-loss-management category. The integrated campaign leveraged fresh ways to dramatize the parallel between the uniqueness of South Beach in Miami and a new line of South Beach diet foods. TV, print and online media captured the look, the attitude and the music along with mouth-watering food imagery. Within the first five months of the launch, sales exceeded $100 million, four times the industry norm.
