CLIENT
Kraft Foods, Inc.
Daryl Brewster, Grp VP & Pres- Kraft North America Snacks & Cereal
Irene Britt, SVP- Cereals Category
Doug Weekes, Category Business Dir.- Adult Cereals
Mike McGee, Category Business Dir.- Adult Cereals
Jerry Densk, Brand Dir.- Post Healthy Classics
Bianka Ramirez, Sr Associate Brand Mngr- Post Healthy Classics
AGENCY
Ann Phares, Sr. Partner- Associate Creative Dir.
Brad Mislow, Copywriter
Alexander Heil, Senior Art Dir.
Amy Starkman, Sr. Ptnr.- Management Supervisor
Kathleen Pascual, Ptnr.- Planning Dir.
MediaVest
SUMMARY
Post Healthy Classics - a trademark comprising Shredded Wheat, Grape-Nuts and Raisin Bran - reversed double-digit sales declines to post 9% growth. The cereals won the whole grain war, growing faster than big players such as Cheerios and Frosted Mini Wheats. With one-fifth their competitors' ad spend, the cereals used nontraditional media tactics and generated high enough returns that the campaign paid for itself.
