The team in charge of Campbell's "How Much" campaign for Swanson took the David Ogilvy Research Trophy, with BBDO Worldwide, New York, and IPSOS-ASI Market Research, Stamford, Conn., sharing the top prize.
Campbell also won one of three bronze awards with IPSOS-ASI and agency Saatchi & Saatchi, New York, for its "Suspicions" campaign for Pepperidge Farm brand.
Two campaigns from Kraft Foods won gold awards in the competition, for "What's for Lunch" for Miracle Whip, handled by agency J. Walter Thompson USA and research company Loran Marketing Group, both Chicago; and for "Everybody's got a taste for Kraft" salad dressings, from Leo Burnett USA, Chicago, and researcher Murtaugh Match, Madison, Wis.
The awards recognize market research programs that result in successful advertising.
Silver awards went to Unilever's Helene Curtis unit for its "Degree/Competitive Research" campaign from DDB Needham Worldwide and Ameritest, both Chicago; Ultrafem for the "Women have changed" campaign introducing Ultrafem Instead feminine hygiene product, from Bozell Worldwide and KRC Research & Consulting, both New York; and Star Enterprises for the "Texaco/Gasoline 1997" campaign from Bates USA, Dallas, and National Decision Systems, Vienna, Va.
Andersen Consulting also won silver for its image campaign from Y&R Advertising, Chicago, with research from Omnitech Consulting Group, Chicago; Goldfarb Corp., London; and Frank Small Associates, East Sydney, Australia.
Bell Atlantic Corp. won bronze for the campaign promoting Bell Atlantic Caller ID, handled by Saatchi with researchers Gallup & Robinson, Pennington, N.J., and Ross Communications Research, Princeton.
The third bronze went to Schering-Plough Health Care Products for its "Biomechanics" campaign for DynaStep, handled by Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, using its own research.