Hillshire Brands

Tamara Elliott - Brand Manager
Amy Grabow - General Manager
Sarah Hickey - Sr. Insights Manager
Bill Link - Mktg. Director

TBWA\Chiat\Day Los Angeles *Lead Agency

Daryl Conui - Acct. Supervisor
Jerry Gentile - Group Creative Director
Tyra Hillsten - Group Acct. Director
Scott MacMaster - Group Planning Director
Michele Tebbe - Acct. Director

Despite a strong launch in 2007, Jimmy Dean Delights had been experiencing only marginal growth year over year. With increasing competition in the breakfast space and skyrocketing commodity costs, the challenge to achieve growth became even greater. Breaking through to our target was no easy task; we were speaking to a health-conscious audience who believed that if something tastes really good, it's probably bad for you. Simplifying our communication around a single key message--that not all healthy breakfast foods are for the birds--rejuvenated the Delights business with unprecedented growth.