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Big Food's Media Binge Continues

By Todd Wasserman

Like their brethren whose wares line the noncomestible aisles, big food companies have been pigging out on media lately. Still, the industry's hunger for TV, print, online and out-of-home might seem a bit strange, since food commodity costs have been spiraling upwards so conspicuously.
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Top Brands by Category:
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  READY-TO-EAT CEREAL
  1. Private Label N/A 598.60 N/A N/A N/A N/A N/A  
  2. Cheerios / General Mills Saatchi & Saatchi / New York, NY 298.40 43.40 8.14 94 8.17 76.5  
  3. Honey Bunches-Oats / Kraft Ogilvy & Mather / New York, NY 291.40 36.80 7.3 74 7.51 67.1  
  4. Honey Nut Cheerios / General Mills Saatchi & Saatchi / New York, NY 268.60 50.30 7.47 80 7.39 67.4  
  5. Frosted Flakes / Kellogg Leo Burnett / Chicago, ILY 241.20 12.80 7.42 91 6.91 65.8  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  CEREAL BARS
  1. Kellogg’s Special K / Kellogg Leo Burnett / Chicago, IL 131.60 5.70 7.03 70 6.7 60.73  
  2. Nutri-Grain / Kellogg Leo Burnett / Chicago, IL 74.00 11.60 6.97 74 6.61 58.9  
  3. South Beach / Kraft Draftfcb / Chicago, IL 70.90 8.40 5.51 28 4.3 40.5  
  4. Fiber One / General Mills Saatchi & Saatchi / New York, NY 63.80 0.30 N/A N/A N/A N/A  
  5. Private Label N/A 45.40 N/A N/A N/A N/A N/A  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  COOKIES
  1. Oreo / Kraft Draftfcb / New York, NY 492.90 38.80 7.98 97 7.66 72  
  2. Chips Ahoy! / Kraft Draftfcb / New York, NY 331.60 4.40 7.56 89 7.56 68.9  
  3. Private Label N/A 323.50 N/A N/A N/A N/A N/A  
  4. Fig Newtons / Kraft Draftfcb / New York, NY 107.80 14.60 7.29 77 6.97 63.6  
  5. Nabisco 100 Calorie Draftfcb / New York, NY 100.30 8.10 N/A N/A N/A N/A  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  CRACKERS
  1. Cheez-It / Kellogg Leo Burnett / Chicago, IL 380.20 23.00 7.62 90 7.81 71  
  2. Ritz / Kraft Young & Rubicam / New York, NY 379.40 28.70 7.77 92 8.12 73.6  
  3. P.F. Goldfish / Campbell Young & Rubicam / New York, NY 324.00 14.70 7.63 88 7.46 67.5  
  4. Wheat Thins / Kraft JWT / Chicago, IL 323.90 11.30 7.21 85 7.33 65  
  5. Triscuit / Kraft JWT / Chicago, IL 235.80 16.10 6.86 77 7.24 62.6  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  SALTY SNACKS
  1. Lay’s / PepsiCo Juniper Park, Toronto, Canada 754.00 31.80 7.55 94 8.18 73.1  
  2. Doritos / PepsiCo Goodby, Silverstein & Partners / San Francisco, CA 643.00 15.40 7.45 93 8.24 72.4  
  3. Tostitos / PepsiCo Element 79 / Chicago, IL 422.00 12.20 7.36 89 7.86 69.3  
  4. Cheetos / PepsiCo Goodby, Silverstein & Partners / San Francisco, CA 404.00 7.60 7.38 89 7.38 66.7  
  5. Wavy Lay’s / PepsiCo None 277.00 0.00 7.03 74 6.87 61.6  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  FROZEN DINNERS AND ENTREES
  1. Stouffer’s / Nestlé JWT / Chicago, IL 398.00 5.30 6.88 76 6.77 60.6  
  2. Banquet / ConAgra Euro RSCG / New York, NY 320.50 5.20 6.05 45 6.29 53.3  
  3. Smart Ones / Heinz Cramer-Krasselt / Chicago, IL 309.70 8.90 6.81 46 6.79 60  
  4. Lean Cuisine / Nestlé Euro RSCG / New York, NY 262.30 2.20 6.89 72 6.41 57.6  
  5. Healthy Choice / ConAgra Nitro / New York, NY 211.60 10.10 N/A N/A N/A N/A  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  FROZEN PIZZA
  1. Digiorno / Kraft Draftfcb / Chicago, IL 481.10 41.20 6.64 71 6.34 56.8  
  2. Red Baron / Schwan Cannonball / St. Louis, MO 268.30 0.80 6.53 61 6.51 56.7  
  3. Tombstone / Kraft Draftfcb / Chicago, IL 247.80 1.30 6.63 71 7 60.2  
  4. Private Label N/A 202.30 N/A N/A N/A N/A N/A  
  5. Freschetta / Schwan Gabriel deGrood / Minneapolis, MN 193.90 0.50 6.42 46 6.71 57  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  COFFEE
  1. Folger’s / P&G Saatchi & Saatchi / New York, NY 445.90 17.60 6.44 74 5.44 51.5  
  2. Maxwell House / Kraft Ogilvy & Mather / New York, NY 342.40 19.10 7.08 81 6.21 59  
  3. Starbucks Ground Ogilvy & Mather / New York, NY 221.90 5.60 6.25 71 5.92 53.5  
  4. Private Label N/A 177.00 N/A N/A N/A N/A N/A  
  5. Folger’s Coffee House / P&G Saatchi & Saatchi / New York, NY 196.60 0.00 7.29 69 6.21 58  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  ICE CREAM
  1. Private Label N/A 872.80 N/A N/A N/A N/A N/A  
  2. Breyer’s / Unilever Goodby, Silverstein & Partners / San Francisco, CA 615.20 6.20 7.75 87 8 71.2  
  3. Dreyer’s-Edy’s / Nestlé Goodby, Silverstein & Partners / San Francisco , CA 399.00 0.30 7.67 54 7.75 69.1  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  REFRIGERATED ORANGE JUICE
  1. Tropicana PurePrem / PepsiCo Element 79 / Chicago, IL 1037.80 18.70 7.82 86 7.95 71.9  
  2. Private Label N/A 394.80 N/A N/A N/A N/A N/A  
  3. MinuteMaid / Coca-Cola WestWayne / Atlanta, GA 365.20 19.40 7.72 83 7.54 67.8  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  REFRIGERATED YOGURT
  1. Yoplait / General Mills Saatchi & Saatchi / New York, NY 381.60 28.90 7.62 80 7.41 67  
  2. Private Label N/A 372.90 N/A N/A N/A N/A N/A  
  3. Yoplait Light / General Mills Saatchi & Saatchi / New York, NY 317.50 66.50 7.27 71 7.43 65.5  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  SOY DRINKS
  1. Silk / Dean Foods Berlin Cameron United / New York, NY 340.20 21.40 6.63 40 6.17 53.5  
  2. Private Label N/A 53.60 N/A N/A N/A N/A N/A  
  3. 8th Continent / 8th Continent Campbell Mithun / Minneapolis. MN 48.90 4.50 7.12 14 6.19 58.7  
  Brand/Parent Company Lead Agency/Location Total Sales ($ millions) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  LUNCHEON MEATS
  1. Oscar Mayer / Kraft In review 1021.90 21.70 6.99 84 6.95 62.9  
  2. Private Label N/A 506.70 N/A N/A N/A N/A N/A  
  3. Hillshire Farm / Sara Lee TBWA\Chiat\Day / Los Angeles, CA 337.30 6.00 7.23 66 7.01 61.9  
PREV CATEGORY NEXT CATEGORY Sources: Information Resources Inc./Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)

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