Jason's Deli is a great example of using insights to get a company credit for what they're already doing. 

When we got to know Jason's Deli better, we were amazed at all the stuff happening in the kitchen that consumers didn't see. Avocados were being smashed into fresh guacamole, potatoes were being baked, not microwaved, and meat was sliced fresh on a real deli slicer. All while keeping the food as clean as possible - organic with no additives, preservatives, or high-fructose corn syrup.

So this campaign got Jason's the credit they deserved for the lengths they were already going to in order to keep things Simply Good.