|
International Flair to IDFA's 2008 Achieving Excellence Awards (New Orleans, La. — March 14, 2008) The International Dairy Foods Association (IDFA) announced the winners of the 2008 Achieving Excellence Awards at its SmartMarketing Conference yesterday in New Orleans, La. The annual awards honor the dairy industry's top marketing, public relations and advertising efforts. This year's competition, co-sponsored by Dairy Foods magazine, featured more than 200 entries ranging from best new product to best school marketing campaign. "This year's creative marketing strategies brought impressive results," said IDFA President and CEO Connie Tipton. "They also highlighted the wide array of innovative new products being introduced by our ever-growing industry. These products are sure to keep dairy foods and beverages well positioned in our competitive marketplace." The "Best of the Best" — the Best Overall Award for Marketing Excellence — went to Turkey Hill Dairy for its mixed media campaign to launch Duetto, a blend of vanilla soft serve ice cream and one of four flavors of Venice ice. The comprehensive marketing campaign included a TV spot, an out-of-home campaign, a dedicated product website and a trade- and consumer-focused public relations campaign. LALA Foods continued to generate buzz in 2007. After winning six silver awards last year as a first-time competitor, LALA Foods earned the 2008 Best Overall Ethnic Marketing Campaign award along with silver awards in these four categories: Best Billboard/Transit Ad, Best Display/Point-of-Sale, Best Radio Ad and Best Mixed Media Campaign in the single product category. LALA Foods' national "Queso de Buena Leche" or "Cheese Made out of the Best Milk" campaign received top honors for its integrated approach, featuring TV and radio spots, outdoor ads, grassroots activation through extensive sampling and new point-of-sale materials. Organic Valley took home the top awards for Best Overall Package Design and Best Overall Print Ad. Organic Valley's packaging for its organic chocolate milk used a cow-spot design to grab the attention of kids and the convenience of shelf-stable aseptic packaging to appeal to busy parents. The company's "Viva la Pasture" print ad portrayed a "revolutionary cow" to contrast with traditional warm and fuzzy advertisements of happy cows on family farms. Kemps and Wells' Dairy also won multiple awards, each garnering two top category honors and one silver award. Kemps won the Best Overall Billboard/Transit Ad category for its "Get Dipped" billboard, featuring the Kemps cow dipped in chocolate. The ad's charming and bold imagery helped to launch Kemps' new line of 12 frozen novelties and propel its new 100 Calorie line of products into the category's top 20 after only one full summer of sales. Kemps also won top honors in the Best Overall Display/Point-of-Sale category for its Caribou Coffee Ice Cream Nuggets display. To generate awareness, Kemps created an attractive point-of-sale kit featuring table tents and a counter display of nugget-shaped, dollar-off coupons. The company also received a silver award in the Best New Product category for its 100 Calorie Minis. The gold award in the Best New Product category was presented to Wells' Dairy for its Weight Watchers 2-Pack Ice Cream Cups. The cups provide pre-portioned servings that meet Weight Watchers' two-to-three point range. The product marketing strategy aimed to build brand awareness among both active and non-active Weight Watchers members, as well as to reach out to other consumers by adding more variety to Blue Bunny's better-for-you category. Wells' Dairy also received the gold award in the Promotion category for its "Chill out with Blue Bunny" promotion, which specifically targeted New York City. The promotion was supported by in-store demonstrations with coupon distribution and a promotional partnership with the local Fox affiliate. Wells' Dairy also took home a silver award in the Package Design category for its FrozFruit SuperFruit Bars. Editor's note: A complete list of all award winners is attached to this release. To request electronic images of the Achieving Excellence Award winners and the "Best of Show" winner, contact Kelly Cobb at kcobb@idfa.org or 202-220-3556. The International Dairy Foods Association (IDFA), Washington, D.C., represents the nation's dairy manufacturing and marketing industries and their suppliers, with a membership of 530 companies representing a $100-billion a year industry. IDFA is composed of three constituent organizations: the Milk Industry Foundation (MIF), the National Cheese Institute (NCI), and the International Ice Cream Association (IICA). IDFA's 220 dairy processing members run more than 600 plant operations, and range from large multi-national organizations to single-plant companies. Together they represent more than 85% of the milk, cultured products, cheese and frozen desserts produced and marketed in the United States. IDFA can be found online at www.idfa.org.
More than 50 submissions received "Awards of Excellence" in 18 categories. Entries with the highest score in each category won "Best Overall" and represented outstanding work for that category.
Posted March 17, 2008
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
