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Campbell’s goes head-to-head with rival Progresso in print ads

BY Jenna Duncan

CAMDEN, N.J. Campbell’s newest ad launched today in the New York Times for its Select Harvest healthy line of soups, takes aim directly at General Mills’ Progresso soup line.

Campbell, a leader in canned soups in the United States and markets abroad, created the ad which frames a can of Progresso soup right next to can of Campbell’s Select Harvest. A caption over the can of Progresso reads, “Made With MSG,” meanwhile a photo of  Select Harvest runs under the heading, “Made With TLC.”

The campaign comes in response to the success of the launch of Progresso Light soups, which hit shelves last year and were immediately given a stamp of approval by Weight Watchers.

Progresso’s ad company Saatchi & Saatchi of New York, has been working on reaching the male consumer with its TV ads which tout Progresso Light as “What a light soup should be.”

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Dannon promises to join effort to responsibly market foods to kids

BY Jenna Duncan

WHITE PLAINS, N.Y. Dannon has said that in accordance with guidelines established by authorities such as the FDA and World Health Organization, it will take the initiative in limiting its advertising of food products to children under age 12, unless it can prove the products meet established nutritional criteria, the company has said.

Dannon has joined 15 other food and beverage makers in signing on for more responsible advertising by agreeing to only advertise products that have limits on sodium and sugar content, as well as reduced fat options and meet minimum daily calcium requirements.

The initiative was originally launched during a Federal Trade Commission hearing last July which focused on marketing to children and childhood obesity.

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Pepsi announces Super Bowl contest with $1 million top prize

BY Jenna Duncan

PepsiCo has announced the opening of a Super Bowl sweepstakes promotion in with top prize is $1 million, the Wall Street Journal today reported. Five finalists will also receive $25,000 plus a luxury trip to the Super Bowl in Tampa Bay, Florida.

The sweepstakes is open to participants who create their own 30-second Doritos tortilla chip commercial. The commercials will then be voted on in a viewer-response competition during the Super Bowl.

“We’ve always believed our fans have the talent and passion to compete at the highest level, and we are putting $1 million on the table to demonstrate our confidence and also help our winner fulfill their own destiny,” Ann Mukherjee, group vice president, marketing for Doritos said in a statement. “Whether it goes toward funding a short film, opening an ad agency or anything in between, we’re empowering them with an unmatched stage to compete on and a motivation to make it happen.”

The ads created by five finalists will enter a final round in January. At that time, visitors can review the ad spots online and vote for their favorite one. The winning ad will air Febr.1 during NBC’s Super Bowl XLIII coverage. More details are available online at www.snackstrongproductions.com.com.

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