SuperBrands 97 Category Ranking: FOOD | Adweek
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SuperBrands 97 Category Ranking: FOOD

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Food companies continued the march back to basics, focusing efforts on core brands. The biggest shift happened in the cereal aisle, where Kraft Foods' Post division touched off massive price cuts. Leaders Kellogg and General Mills followed suit, pressuring private-label competition and Quaker Oats's fledgling bagged cereal initiative, which rolled out in January 1996.
Rank....Brand..................................... Co. Name, Location
.Lead Agency, Location
...Sales (billions):
...Media Expenditures (millions):
1....Campbell's Soups.........................Campbell Soup, Camden, NJ
..FCB/BBDO, New York
...Sales: $1.870
...Media Expenditures: $68.8
2....Kraft Cheese.................................Kraft Foods, Glenview, IL
..Various
...Sales: $1.297
...Media Expenditures: $58.1
3....Folgers Coffee..............................Procter & Gamble, Cincinnati, OH
..N.W. Ayer, New York
...Sales: $1.220
...Media Expenditures: $80.1
4....Tropicana.Juice.............................Tropicana Products, Bradenton, FL
..FCB Leber Katz, New York
...Sales: $1.130
...Media Expenditures: $18.5
5....Minute Maid Juice....................... Coca-Cola, Atlanta
..Leo Burnett, Chicago
...Sales: $968.2
...Media Expenditures: $14.2
6....Maxwell House............................Kraft Foods, White Plains, NY
..Ogilvy & Mather, New York
...Sales: $947.2
...Media Expenditures: $76.3
7....Ocean Spray Shelf-stable Juice.....Ocean Spray Cranberries, Lakeville-Middleboro, MA
..North Castle Partners, Stamford, CT
...Sales: $790.0
...Media Expenditures: $20.8
8....Similac Infant Formula.................Abbott Laboratories, Abbott Park, IL
..Publicis/Bloom, Dallas
...Sales: $743.0
...Media Expenditures: $5.1
9.....Del Monte vegetables/fruits.........Del Monte Foods, San Francisco
..McCann-Erickson, San Francisco
...Sales: $724.6
...Media Expenditures: $0.2
10....Stouffer's Frozen Dinners...........Stouffer Foods, Solon, OH
..Messner Vetere, et.al, New York
...Sales: $703.1
...Media Expenditures: $27.5
11....Enfamil......................................Bristol-Myers Squibb, New York
..NA
...Sales: $677.3
...Media Expenditures: $10.5
12.....Jello Desserts/Mixes..................Kraft Foods, Glenview, IL
..Young & Rubicam, New York
...Sales: $677.0
...Media Expenditures: $57.9
13....Oscar Mayer Lunch.Meat...........Oscar Mayer Foods, Madison, WI
..J. Walter Thompson, Chicago
...Sales: $641.9
...Media Expenditures: $25.1
14....Cheerios.....................................General Mills, Minneapolis
..Saatchi & Saatchi, New York
...Sales: $630.7
...Media Expenditures: $67.8
15....Dannon Yogurt..........................Dannon, Tarrytown, NY
..Grey, New York
...Sales: $611.7
...Media Expenditures: $23.1
16....SnackWell's...............................Nabisco Holdings, Parsipanny, NJ
..FCB./Leber Katz, New York
...Sales: $605.0
...Media Expenditures: $30.1
17....Doritos.......................................Frito-Lay, Plano,TX
..BBDO, New York
...Sales: $565.5
...Media Expenditures: $25.3
18....Pillsbury Biscuits/Dough............Pillsbury, Minneapolis
..Leo Burnett, Chicago
...Sales: $556.0
...Media Expenditures: $41.9
19....Healthy Choice Froz Din.......... ConAgra, Omaha, NE
..Campbell Mithun Esty, Minneapolis
...Sales: $532.0
...Media Expenditures: $2.8
20....Entenmann's..............................CPC International, Englewood.Cliffs, NJ
..DMB&B, New York
...Sales: $517.0
...Media Expenditures: $4.5
21....Star-Kist....................................Star-Kist.Seafood, Newport, KY
..Leo Burnett, Chicago
...Sales: $502.3
...Media Expenditures: $0.3
22....Lays...........................................Frito-Lay, Plano, TX
..BBDO, New York
...Sales: $498.3
...Media Expenditures: $10.5
23....McCormick................................McCormick, Hunt Valley, MD
..In-House
...Sales: $496.5
...Media Expenditures: $8.9
24....Lipton teas.................................Thomas J Lipton, Englewood Cliffs, NJ
..J. Walter Thompson, New York
...Sales: $494.3
...Media Expenditures: $10.8
25....Gatorade....................................Quaker Oats, Chicago
..Foote Cone Belding, Chicago
...Sales: $453.0
...Media Expenditures: $25.5
26....Ore-Ida Frozen Potatoes............Ore-Ida Foods, Boise, ID
..Citron Haligman Bedecarre, San Francisco
...Sales: $445.1
...Media Expenditures: $7.3
27....Stouffer's Lean Cuisine..............Stouffer Foods, Solon, OH
..Messner Vetere, et.al, New York
...Sales: $444.0
...Media Expenditures: $18.6
28....Breyer's Ice Cream....................Good Humor-Breyers, Green.Bay, WI
..Ogilvy & Mather, Chicago
...Sales: $429.2
...Media Expenditures: $23.8
29....Ragu Pasta Sauce......................Van Den Bergh Foods, Trumbull, CT
..Ammirati Puris Lintas, New York
...Sales: $424.3
...Media Expenditures: $19.7
30....Dreyers Ice Cream.....................Dreyers, Oakland, CA
..Goldberg Moser O'Neill, San Francisco
...Sales: $419.0
...Media Expenditures: $4.1
31....Philadelphia Cream Cheese........Kraft Foods, Glenview, IL
..J. Walter Thompson, Chicago
...Sales: $411.2
...Media Expenditures: $26.9
32....Tostitos....................................Frito-Lay, Plano, TX
..BBDO, New York
...Sales: $405.4
...Media Expenditures: $12.9
33....Swanson Frozen Dinners...........Campbell Soup, Camden, NJ
..BBDO, New York
...Sales: $400.5
...Media Expenditures: $8.1
34....Kellogg's Pop-Tarts..................Kellogg, Battle.Creek, MI
..Leo Burnett, Chicago
...Sales: $395.5
...Media Expenditures: $25.3
35....Chef Boyardee......................... American Home Prod , Madison, NJ
..Young & Rubicam, New York
...Sales: $382.5
...Media Expenditures: $17.0
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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