CoActive Marketing Group and Safeway, Inc. were top winners at the PRO Awards last night at PROMO Expo. The Great Neck, NY-based agency and Pleasanton, CA-based grocer won Best Campaign of the Year for Eat Like a Champion, which also won for Best Account-Specific Campaign and Best Idea or Concept. Grocer Safeway wanted to increase fresh-produce sales, so it built an innovative team to bring a healthy-eating message to kids. Safeway tapped its long-time alliance with the 5 A Day campaign (from the Produce for Better Health Foundation), then added U.S. Soccer stars and several produce marketers (including Fresh Express and Sunkist). Each Safeway store adopted a local school; kids toured the produce department, then tracked their fruit and veg servings on a classroom chart to earn treats from the teacher. Sales jumped 61 percent the first flight (March 2001), 35 percent the second run (September 2001), and 45 percent the third time (February 2002).
PRO Awards were presented in 15 categories at PROMO Expo, which wraps up today at Chicago Navy Pier. Other winners included:
Best Multi-Discipline Campaign
Campaign: Discover Card Gets You On GameDay Challenge
Agency: Marketing Werks, Chicago
Client: Discover Card, Riverwoods, IL
Best Use Of Advertising
Campaign: The Orbit Institute
Agency: GMR Marketing, New Berlin, WI
Client: Wm. Wrigley Jr. Co., Chicago
Best Use of Event Marketing
Campaign: Do More, Carry Less
Agency: GMR Marketing, New Berlin, WI
Client: Intel Corp., Santa Clara, CA
Best Use Of Direct Marketing
Campaign: Chicago Bears Permanent Seat License
Agency: Beyond DDB
Client: Chicago Bears Football Team, Chicago
Most Innovative Communication Strategy
Campaign: VAIO-Engaging the Mobile Professional
Agency: Y&R Brand Buzz, New York City
Client: Sony Corp. of America, New York City
Best Use Of New Media
Campaign: Celebrity You’ve Got Mail
Agency: In-house with Seismicom, San Francisco
Client: America Online, Dulles, VA
Most Effective Long-Term Campaign
Campaign: Natural Confidence
Agency: Noble & Associates, Chicago
Client: Gerber Products, Fremont, MI
Best Activity Generating Brand Awareness And Trial Recruitment
Campaign: Red Zone
Agency: 360 Youth, Cranbury, NJ
Client: Procter & Gamble, Cincinnati
Best Activity Generating Brand Volume
Campaign: Got a Healthy Smile?
Agency: MarketingDrive Worldwide, Boston
Client: Oral-B, Boston
Best Program Generating Brand Loyalty
Campaign: Camp Jeep
Agency: BBDO Worldwide, Detroit
Client: DaimlerChrysler, Detroit
Best Business-to-Business Campaign
Campaign: Red Baron Solo
Agency: Noble & Associates, Chicago
Client: Schwan’s Consumer Brands, Marshall, MN
Best Dealer Or Sales Force Activity
Campaign: Connection Cards
Agency: PowerPact, LLC, Midlothian, VA
Client: Aventis Oncology, Bridgewater, NJ
Best Creative
Campaign: Funny Faces
Agency: Noble & Associates
Client: Gerber Products
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