Bromley awarded at The ARF David Ogilvy Awards for Excellence in Advertising Research.

The Advertising Research Foundation (ARF) bestowed Bromley Communications with two silver awards, last night in New York City. The ARF David Ogilvy Awards for Excellence in Advertising Research celebrate the extraordinary and/or creative use of research in the advertising development processes, one of Bromley Communications’ core competencies.

“The ARF awards are of particular importance to our agency as the Foundation honors the transformation of research into insight, which is a key element to everything we strive for within our account teams,” stated Bromley’s VP, Director of Account Planning, Paul Bryan.

General Mills’ Progresso soup brand challenged the agency to grow its penetration within the U.S. Hispanic market. To do so, the Bromley team zeroed in on Hispanics most loyal to Progesso to examine their behaviors and attitudes. What the agency uncovered was that soup popularity was driven by all family appeal, and beyond convenience, soup needed to have a homemade-like taste. Therefore, marketing messages that appeared on Spanish-language television and in-store collateral needed to address Progresso’s appeal as an easy-to-serve meal option with homemade taste the entire family would enjoy.

For Reynold’s, the account team wanted to understand why Latinas preferred Reynold’s Wrap but had a tendency to use the inferior private label at times. The agency employed an ethnographic research approach, using in-home interviews, review of respondent diaries, explorations and shop-alongs, in Miami, Houston and Los Angeles. As a result, the advertising campaign included humorous television and print executions that urged the consumer to “Think it over” before buying private label brands that could possibly fail her when it mattered most.

“This campaign hit home with our consumers, and generated positive business results,” said Rob George, Reynolds Consumer Products’ brand manager. “With the solid learnings and initial return on our investment, the Hispanic consumer continues to be a very important target in our marketing plan.”

In 2009, the agency earned two gold ARF awards within the Total Market Health Care and Multicultural Consumer categories for campaigns created for UnitedHealthcare and General Mills’ Honey Nut Cheerios.