Jimmy Dean
Happy Breakfast
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Creative Strategy
Creating a cultural icon
for a happy breakfast.
The trend in breakfast was cold, boring breakfast, especially at work. People were told that the healthy choice was dry bars or cold cereal. We defied the trend by reminding people about another kind of health: the warm, delicious kind of breakfast makes you feel good in the morning. And what better icon for it than the sun? In just a few years of running the campaign, sales increased from $650 million to over $1 billion annually.