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Mar 27 2012

ConAgra Foods’ Hunt’s® Earns Gold 2012 ARF David Ogilvy Award for the “Crash Kitchen Tour” Creative Campaign


Creative agency SapientNitro joins Hunt’s in Accepting Prestigious Award for Out-of-the-Box Advertising Campaign

NEW YORK, NY – March 28, 2012
ConAgra Foods, Inc. (NYSE: CAG), took home a top accolade at the 2012 ARF David Ogilvy Awards, earning a gold award for the Hunt’s “Crash Kitchen Tour,” a strategic integrated campaign developed by SapientNitro around Hunt’s canned tomatoes, in the Packaged Goods category. The David Ogilvy Awards recognize extraordinary and creative use of consumer research in the development of successful advertising campaigns.

“The foundation for impactful advertising begins with a compelling insight,” said Chris Hogan, senior vice president, Consumer Insights. “Winning the Ogilvy is a very high honor recognizing that the team is doing an excellent job of translating consumer research into inspirational insights for the development of Hunt’s advertising.”

The campaign features high-energy celebrity chef George Duran surprising consumers by “crashing” their home kitchen or supermarket trips. He challenges their complacent attitudes toward canned tomatoes by focusing on as Hunt’s tomato “gold standard.” In just two years, the campaign fueled growth, with Hunt’s tracking ahead of its five-year market share growth objective.

David Serrano, account director at SapientNitro, also commented, “By utilizing both quantitative and qualitative consumer research enabled the team to uncover a meaningful point of difference for the brand in order to jar consumers out of their “sleep walking” buying behavior of canned tomatoes. Our goal was to bring truly unique perspectives to the table to not just conceive of the Big Idea, but to bring it to life.”

“We knew it would take a bold approach to shake consumers out of their canned tomato routines and look at Hunt’s in a new way,” said Dave Linne, senior vice president, Content Creation. “I’m pleased that the campaign delivered on all marketing objectives and is deserving of an Ogilvy.”

View the campaigns latest TV spots, “The Difference is Surprising:”

View all the winners and nominees of the 2012 ARF David Ogilvy Awards here:

About the Advertising Research Foundation (ARF):

Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better advertising decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration.  In 2011, the ARF celebrates its 75th Anniversary as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the web at

About ConAgra Foods
ConAgra Foods, Inc., (NYSE: CAG), is one of North America's leading food companies, with brands in 97 percent of American households. ConAgra Foods provides some of America's long-time favorites. Consumers can find Chef Boyardee, Egg Beaters, Hebrew National, Hunt's Tomato Sauces and Ketchup, Marie Callender's, Orville Redenbacher's, PAM, Reddi-wip, Slim Jim Meat Sticks and Beef Jerky and many other ConAgra Foods brands in grocery, convenience, mass merchandise and club stores. ConAgra Foods operates, an interactive recipe website that provides consumers with Easy Dinner Recipes and more. ConAgra Foods also has a strong business-to-business presence, supplying frozen potato and sweet potato products as well as other vegetable, spice and grain products to a variety of well-known restaurants, foodservice operators and commercial customers. For more information, visit

About SapientNitro

SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm.  We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients.  By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Mars, Singapore Airlines, Target, and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

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