HEINZ POURS AT SUPER BOWL
etchup here returned to TV advertising last month during the Super Bowl telecast. The new campaign, "Mine's gotta have Heinz," reinforces the brand's 120-year-old reputation for being thick and rich and also delivers the message that foods taste better with Heinz ketchup. The Super Bowl ad, which depicted a group of plump tomatoes squeezing into an empty ketchup bottle, is part of a $20 million campaign that will be expanded for the crucial barbecue and picnic season, officials said.
ELVIS ROCKS AND MILK ROLLS
WASHINGTON -- The folks at the Milk Processor Education Program here are takin' care of business with a new ad campaign fit for a king. The king of rock 'n roll, that is. In honor of Elvis' 63rd birthday, the milk board rolled out a new print ad last month featuring five Elvis impersonators wearing milk mustaches (one of whom, fittingly, is pint-sized). The copy reads, "There's a ton of impersonators out there, baby. And we'll thank you very much to get the original -- milk."
TOAST'EMS POP-UP AGAIN
CHICAGO -- Schulze & Burch Biscuit Co. here has relaunched its Toast'em Pop-Ups toaster pastries in conjunction with the company's 75th anniversary.
The brand has been revitalized with 10% more filling, more intense fruit flavors and a new logo and packaging designed to appeal to children.
Toast'em Pop-Ups come in single-flavor packages of six pastries; or three types of variety packs, each with 12 pastries. The company recently introduced a new flavor, wild berry.
To support the relaunch, Schulze & Burch has rolled out its first-ever TV commercial in support of Toast'em Pop-Ups. The commercial is scheduled to run through June in the company's primary markets: Des Moine, Iowa; Kansas City, Mo.; and Milwaukee, La Crosse and Eau Claire, Wis.
The spot launched on major networks last year during premiere week, and has shifted to morning and afternoon talk shows and soaps to reach parents.
The company is looking to expand into San Antonio, Denver, Phoenix and parts of North Carolina in the second half of next year, with the TV ad or with a similarly themed radio spot. According to the company, the busy lifestyles of today's consumer have increased sales of toaster pastries as a category nearly 50% in the last five years.
SUNKIST BURSTING OUT ALL OVER
SHERMAN OAKS, Calif. -- Sunkist Growers, a cooperative of 6,500 citrus growers in California and Arizona, has relaunched its "Just One" marketing campaign to promote the purchase and consumption of fresh Sunkist oranges.
The campaign's message is that a single Sunkist orange provides more than the full amount of vitamin C a person needs each day.
The campaign includes network cable-TV advertising through June. Supporting trade-tied tactical media, such as radio spots, outdoor billboards and newspaper ads, will also be used, according to officials of the cooperative here. Sunkist Growers will also offer "Just One" point-of-sale materials, including soft sheet kits and special motorized units to help build retail sales.
Canadian consumers will also be targeted with outdoor advertising in major markets and a public relations campaign starring Leslie Beck, the well-known nutrition consultant and host of Discovery Channel's "Foodstuff" program. In addition, Dr. Liz Applegate, a nationally recognized nutritionist, author and college professor, will conduct a series of video news releases and satellite media tours for Sunkist.
SORRENTO COMES BACK -- NEW
BUFFALO, N.Y. -- Sorrento Cheese Co. here has christened a new TV ad campaign, starring Father Guido Sarducci of "Saturday Night Live" fame. The campaign, featuring both 30-second and 10-second spots, is being used in major U.S. markets to create awareness of a new corporate identity and a number of new product launches.
Sorrento's makeover includes a new logo; new, regal colors; and new, upscale packaging -- all of which are intended to reinforce Sorrento's position in the marketplace as "the authentic taste of Italian tradition," the company said.
The 50-year-old company's new products include fresh mozzarella and a series of international shredded cheeses: an English country blend, an Old English blend and a Mediterranean blend.