SuperBrands '96 Category Ranking: FOOD | Adweek SuperBrands '96 Category Ranking: FOOD | Adweek
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SuperBrands '96 Category Ranking: FOOD

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Cross-category line extensions drove the growth of many national brands this
year. Licensing and co-branding enabled top brands to borrow the expertise to
enter unfamiliar aisles. And licensors got the immediate recognition popular
brands enjoy.
Brand Co. Name, Location
Lead Agency, Location
Sales (billions)
Media Expenditures (millions)
1 Campbell's Soups Campbell Soup, Camden, NJ
Bates USA/BBDO - New York
Sales: $1.807
Media Exp.: $71.2
2 Kraft Cheese Kraft Foods, Glenview, IL
Various
Sales: $1.732
Media Exp.: $83.8
3 Pillsbury Biscuits/Dough Pillsbury, Minneapolis
Leo Burnett - Chicago
Sales: $1.088
Media Exp.: $7.1
4 Lipton Loose Tea & Tea bags Thomas J. Lipton, Englewood Cliffs, NJ
J. Walter Thompson - New York
Sales: $0.995
Media Exp.: $17.4
5 Folger's Coffee Procter & Gamble, Cincinnati, OH
Ayer - New York
Sales: $0.995
Media Exp.: $45.5
6 Similac Infant Formula Abbott Laboratories, Abbott Park, IL
N/A
Sales: $0.981
Media Exp.: N/A
7 Stouffer's Frozen Dinners Stouffer Foods, Solon, OH
Messner Vetere Berger McNamee Schmetter - New York
Sales: $0.916
Media Exp.: $45.8
8 Tropicana Refrig. Juice Tropicana Products, Bradenton, FL
Leo Burnett - Chicago
Sales: $0.915
Media Exp.: $21.4
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9 Maxwell House Kraft Foods, White Plains, NY
Ogilvy & Mather - New York
Sales: $0.816
Media Exp.: $45.5
10 Ocean Spray Shelf-stable Juice Ocean Spray Cranberries, Lakeville-
Rotando Partners - Stamford, CT Middleboro, MA
Sales: $0.779
Media Exp.: $42.2
11 Oscar Mayer Lunch Meat Oscar Mayer Foods, Madison, WI
J. Walter Thompson - Chicago
Sales: $0.649
Media Exp.: $21.2
12 Gerber Baby Food Gerber Products, Fremont, MI
Noble & Associates - Springfield, MO
Sales: $0.646
Media Exp.: $18.4
13 Dannon Yogurt Dannon, Tarrytown, NY
Grey Advertising - New York
Sales: $0.559
Media Exp.: $20.8
14 Doritos Frito-Lay, Plano TX
BBDO, New York
Sales: $0.556
Media Exp.: $18.1
15 Minute Maid Refrig. Juice Coca-Cola, Atlanta GA
Lowe & Partners, New York
Sales: $0.555
Media Exp.: $12.6
16 McCormick McCormick, Hunt Valley, MD
In-House
Sales: $0.494
Media Exp: $.485
17 Lays Frito-Lay, Plano TX
BBDO, New York
Sales: $0.493
Media Exp: N/A
18 Enfamil Bristol-Myers Squibb, New York
N/A
Sales: $0.487
Media Exp: $6.9
19 Healthy Choice Froz. Din. ConAgra, Omaha, NE
Campbell Mithun Esty, Minneapolis
Sales: $0.483
Media Exp: $11.7
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20 Star-Kist Star-Kist Seafood, Newport, KY
Leo Burnett, Chicago
Sales: $0.477
Media Exp.: $.105
21 Kraft Miracle Whip Kraft Foods, Glenview, IL
J. Walter Thompson, Chicago
Sales: $0.445
Media Exp.: $29.0
22 Ore-Ida Frozen Potatoes Ore-Ida Foods, Boise, ID
Berlin Wright Cameron Doyle, New York
Sales: $0.423
Media Exp: $1.8
23 Swanson Frozen Dinners Campbell Soup, Camden, NJ
BBDO, New York
Sales: $0.414
Media Exp: $5.3
24 Ragu Pasta Sauce Van Den Bergh Foods,Trumbull, CT
J. Walter Thompson, New York
Sales: $0.413
Media Exp: $15.1
25 M&M's Mars, McLean, VA
Bates, Chicago
Sales: $0.413
Media Exp: $44.9
26 Philadelphia Cream Cheese Kraft Foods, Glenview, IL
J. Walter Thompson
Sales: $0.405
Media Exp: $17.5
27 Isomil Abbott Laboratories, Abbott Park, IL
N/A
Sales: $0.398
Media Exp: N/A
28 Kraft Salad Dressing Kraft Foods, Glenview, IL
Leo Burnett, Chicago
Sales: $0.396
Media Exp: $74.9
29 Ruffles PepsiCo, Purchase, NY
Young & Rubicam, New York
Sales: $0.385
Media Exp: $.269
30 Tostitos Frito-Lay, Plano, TX
BBDO, New York
Sales: $0.373
Media: $20.1
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31 Minute Maid Frozen Juice Coca-Cola, Atlanta, GA
Lowe & Partners - New York
Sales: $0.373
Media Exp.: N/A
32 Gatorade Quaker Oats, Chicago
Bayer Bess Vanderwarker - Chicago
Sales: $0.371
Media Exp.: $34.9
33 Chef Boyardee American Home Products, Madison, NJ
Young & Rubicam, New York
Sales: $0.371
Media Exp.: $8.1
34 Planters Nuts & Snacks Planters LifeSavers, Winston-Salem, NC
Ammirati & Puris/Lintas - New York
Sales: $0.366
Media Exp.: $2.4
35 Kellogg's Pop-Tarts Kellog, Battle Creek, MI
Leo Burnett, Chicago
Sales: $0.366
Media Exp.: $41.5
36 Bumble Bee Tuna Bumble Bee Seafood, San Diego, CA
Phillips-Ramsey New York
Sales: $0.356
Media Exp.: $.134
37 Del Monte Shelf-stable Vegs Del Monte Foods, San Francisco
McCann-Erickson, San Francisco
Sales: $0.354
Media Exp.: $2.9
38 Budget Gourmet Dinners Kraft Foods, White Plains, NY
Young & Rubicam, New York
Sales: $0.352
Media Exp.: $7.8
39 Little Debbie Snack Cakes McKee Foods, Collegedale, TN
Tucker Wayne/Luckie, Birmingham, AL
Sales: $0.345
Media Exp.: $9.4
40 Quaker Hot Cereal Quaker Oats, Chicago
Jordan McGrath, Case & Taylor, New York
Sales: $0.337
Media Exp.: $16.0
Source: Information Resources Inc. (Sales); Competitive Media Reporting (spending)
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Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED