Mullen receives award for Bread Art Project

by Josh Sosland
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BOSTON — Mullen, which serves as the agency of record for the Grain Foods Foundation, has been awarded a silver prize for its Bread Art Project web site by the Ad Club of Boston. The award (the top award in the category since there was no gold winner) was presented Oct. 6 at the 49th annual Francis W. Hatch Awards for Creative Excellence.

The Ad Club of Boston was established in 1904, and the Hatch Awards recognize creativity by New England marketing firms and companies. Nationally-renowned industry representatives served as judges and reviewed a record number of entries.

"It is an honor to be selected for a Hatch Award, especially against such a tremendous body of creative work," said Kristin Lamas Patterson, vice-president and account director at Mullen. "That the Bread Art Project was a fully-integrated campaign, involving various departments within the agency, makes this recognition particularly rewarding."

The creative team that conceived the Bread Art Project website includes Jim Amadeo, Ted Jendrysik, Jamie Ferreira, Matt Fischvogt, Kerry Shea and Bo Deng. Involved in the development and production were David Onessimo, Tim Parcell, Chris Grey, Christian Madden, Liza Near and Mark Wenneker as well as integrated design studio Stay Honest in New York City.

"The Bread Art Project represented a strategic shift in how we engaged with consumers," said Judi Adams, president of the Grain Foods Foundation. "The campaign was a success on many levels so it’s exciting to be acknowledged by the creative community as well."

Mullen worked with the Grain Foods Foundation to create the Bread Art Project (www.breadartproject.com) to benefit grain-based foods and Feeding America.

"The campaign was designed to encourage consumers to nourish their families and their neighbors during a challenging economic climate, while positioning bread and grains as delicious, nutritious and affordable," Mullen said. "For every piece of digital bread art created, the Grain Foods Foundation donated $1 to Feeding America. Over a three month period, nearly half a million consumers visited the Bread Art Project and $25,000 were raised to help alleviate hunger."

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