BORDEN, HERMAN'S PROMO TIES IN WITH NY MARATHON

LISA A. TIBBITTS

COLUMBUS, Ohio -- Borden's North American Pasta Products group here is receiving about 80% all-commodity volume support in the New York metro area for a promotion between two of its brands and Herman's Sporting Goods. Using its Creamette brand dry pasta and Aunt Millie's pasta sauce, the brand marketer is tying in with the New York City Marathon. A freestanding insert in four million metro-area newspapers announced that consumers could save 10% on running shoes and apparel from Herman's with two proofs of purchase from Creamette, said George Morris, president of the Pasta Products group. Borden is expecting ad features and display activity incorporating marathon-themed point-of-sale material from Wakefern Food Corp., Pathmark Stores, A&P, Grand Union Co., Waldbaum's, Key Food and Twin County.