MediaVest - Kraft/Starbucks
Finalist - Consumer Magazines
MediaVest: Robin Steinberg, senior vice president, director of print investment & activation; Jennifer Chatham, activation director; Rebecca Schwartz, activation manager; Arielle Wolovnick, connections manager. Kraft: Melissa Laux, senior media planning manager; Pat Gliniecki, senior media buying manager; Steven Shames, senior brand manager; Brett Hartmann, associate brand manager. Starbucks: Gary Jones, category manager. DraftFCB: Jennifer Cordery, account executive; Noah Davis, senior vice president, creative director; Rob Rooney, senior vice president, creative director; Dexter Cruz, associate creative director.
In a print-magazine first (and perhaps a last, since Condé Nast has rebuffed other advertisers looking to duplicate this feat), MediaVest and DraftFCB created a special masthead for the May issue of Bon Appetit to promote Starbucks coffee sold in grocery stores. On a page adjacent to the real masthead, the standard design listing the names and titles of Bon Appetit staffers was transformed into what looked like a hand-written Starbucks chalkboard menu. The execution showcased Starbucks' variety of grocery store blends and implied the endorsement of Bon Appetit staffers, who were quoted on their favorite Starbucks blends and food pairings. Results: The ad drew industry and consumer buzz, and according to Vista research increased purchase intent by a whopping 44 percent.