Grain Foods Foundation: It's Essential

Launching a counterattack against low-carb mania, the newly formed Grain Foods Foundation strikes back with a "public education campaign to debunk the hype of fad diets with healthy doses of wholesome goodness and common sense," according t

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Launching a counterattack against low-carb mania, the newly formed Grain Foods Foundation strikes back with a "public education campaign to debunk the hype of fad diets with healthy doses of wholesome goodness and common sense," according to its agency, Mullen. Which is a nice way of saying, This means war. "We'd had enough," says Paul Abenante, president of the American Bakers Association, a foundation member. "We need to stand up for ourselves. Doing nothing is not an option." The Grain Foods group, a joint venture of members of the milling and baking industries along with trade associations and suppliers, has marshaled an ad effort that includes billboards, wallscapes, posters, brochures and a website at www.grainpower.org. As for the ads themselves, which feature the subtle work of illustrator Elvis Swift, "We never considered any approach other than illustration," says Mullen CD Jason Stinsmuehlen. "To communicate all the different body types that bread could mimic, the ads needed an almost childlike simplicity. Illustration always seemed the quickest, clearest way to make our point, and Swift's style was perfect for us
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About

Credits
Date
Feb 17, 2005
Client:
Grain Foods Foundation
Chief Creative Officer:
Edward Boches
Creative Director:
Jim Hagar
Creative Director:
Jason Stinsmuehlen
Copywriter:
Jeff Baxter
Production Manager:
A.J. Hodgson
Illustrator:
Elvis Swift
Photographer:
James Wojcik
Art Director:
Jim O'Brien
Agency:
Mullen Wenham
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