"I've talked to every agency in St. Louis, and none of them could come up with a concept this good." That was another Paul talking - Paul Repetto, at the time the president of Sunfield Foods. Sunfield was the natural-foods division of the Sunmark Companies, who made their reputation as confectioners on Sweetarts and other tangy, fruity treats aimed at tween boys.

Sunfield baking mixes were the first baking mixes in the natural-foods category that, when you used them to make desserts, they actually tasted like desserts. And they were nothing if not versatile - important in a market that was still relatively tiny.

We pooled out the campaign to two consumer magazine ads that were straight advertising and one that was a holiday recipe promotion.