TAMPA, Fla. -- Van de Kamp's has used co-branding with other manufacturers as a way of building market share in a declining category, according to an advertising account executive who works on the Van de Kamp's account. "In the highly competitive and declining frozen seafood category, Van de Kamp's has been very progressive in marketing to ensure that Van de Kamp's maintains a leadership position. Van de Kamp's objective has been to grow category sales and increase its market share to its ...

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