POMPANO BEACH, Fla. -- Five brand marketers have signed first-time agreements to participate on Advanced Promotion Technologies' Vision Value Network.
Ralston Purina Co., St. Louis, will promote Meow Mix and Kit n' Kaboodle brands of dry cat food on the network through 1995. Duracell will promote batteries; Sara Lee Bakery will promote pound cakes, cheesecakes and layer cakes; Smuckers will promote Simply Fruit spreads, and Heublein will promote Blossom Hill and Glen Ellen wines. DowBrands is expected to sign an agreement to participate and Procter & Gamble and Tropicana plan to renew their agreements, according to APT. Because the agreement with DowBrands is still pending, APT was not able to report what brands would be promoted on the network.
P&G has not yet determined which brands it would air in the coming year. Tropicana is schedule to feature Pure Premium orange and grapefruit juices and Ruby Red grapefruit juice.
In a related development, APT is closer to an agreement with Kraft General Foods, White Plains, N.Y., under which the manufacturer would endorse the network and assist in its expansion, said Cathy Amann, director of marketing communications for APT.
The Vision Value Network is a satellite-based electronic marketing and financial services network that is installed in the checkout lanes of supermarkets to deliver coupons and financial services to consumers. It can be used by brand marketers to deliver targeted messages to shoppers. The system is currently installed in about 220 stores, and 700 more locations are earmarked.
