ConAgra Foods Earns Double Honors at 2014 ARF David Ogilvy Awards
02 Apr 2014 --- Reddi-wip Whipped Topping and PAM Cooking Spray, both brands of ConAgra Foods, Inc., 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.”
