California Raisin Marketing Board
California Raisins’ Look Who’s Cooking Campaign Takes Home the ADDYS, Again
FRESNO, Calif., April 4, 2006 – The California Raisin Marketing Board (CRMB) received 5 Addy Awards at the Fresno Ad Federation’s March 24th gala held at the Grand Ballroom International Trade Center in downtown Fresno. The Addy Award competition is one of the toughest advertising competitions in the world. Held every year, these awards represent the true spirit of creative excellence by recognizing all forms of advertising.
This year’s competition was three tiered and local winners, like California Raisins, will advance to 14 regional competitions. Then, regional winners advance to national and international finals. California Raisins took home first place, local, gold awards for the following categories and subcategories:
- Consumer Magazine, Four-color spread, The Chefs of the Omni Hotels.
- Trade Publication, Four-color spread, The Chefs of the Omni Hotels.
- Trade Publication, Full-page four-color, Look Who’s Cooking Raisin Caponata Recipe.
- Consumer Magazine, Full-page four-color, Look Who’s Cooking – Robert Gadsby.
- Consumer Magazine, Full-page for-color, Look Who’s Cooking – Baked Brie.
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California Raisin’s Look Who’s Cooking campaign was enhanced this year by the addition of the Omni Hotel partnership. “This special partnership between California raisins and Omni Hotels began more than a year ago. We are very excited about the campaign and the results thus far” noted Fernando Salazar, corporate director of food and beverage operations for Omni Hotels.
“Our creative efforts rewarded at the Addys with our ‘Look Who’s Cooking with California Raisins’ celebrity chef campaign shows the value of utilizing the expertise of respected chefs to influence mainstream chefs in volume foodservice to create demand and provide a higher return to our growers,” Karla Stockli, Vice President of Marketing for the California Raisin Marketing Board.
The California Raisin Marketing Board was created by a State Marketing Order in 1998 and is 100 percent grower funded. Its mission is to support and promote the increased use of California-grown raisins and sponsor research of the fruit’s nutritional benefits. To learn more about the California Raisin Marketing Board, visit their website at www.calraisins.org.