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Mars’ M&M’s launches marketing campaign, ad to run during Super Bowl

BY Jason Owen

HACKETTSTOWN, N.J. — Mars Chocolate North America launched a new integrated marketing campaign for M&M’s Brands called ‘Better With M.’ The campaign will feature a 30-second commercial to air during the first quarter of Super Bowl XLVII.

"’Better With M’ showcases how M&M’S irresistible chocolate makes moments more fun and delicious," said Roy Benin, Chief Consumer Officer, Mars Chocolate North America. "The ‘Better With M’ story is delivered through our colorful spokescandies, whose irresistible chocolate always makes moments even better: ­ be they watching the Super Bowl, baking cookies, gathering the family together for a movie or even tailgating."

In addition to the Super Bowl ad, which was created by BBDO New York, highlights of the year-long ‘Better With M’ campaign include multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions and multiple social initiatives focused on Facebook and the Twitter hashtag, #betterwithmms. The first television ad from the new campaign —­ starring Ms. Brown ­ — will begin airing today

A cornerstone of the campaign is a new cause-related marketing effort designed to make ‘America Better With M’ by funding the construction of Habitat for Humanity homes across the nation. As part of the initiative, M&M’S is also encouraging, as well as incentivizing fans to help ‘M-Prove America’ by volunteering at Habitat job sites nationwide.

"’Better With M’ represents one of the largest marketing efforts in M&M’S history," added Benin. "We’re confident our full range of communications and activities will excite consumers from the Super Bowl all the way through next winter’s holiday season."


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Hostess announces stalking-horse bidders for bread brands

BY Alaric DeArment

KANSAS CITY, Mo. — Hostess Brands has chosen a stalking-horse bidder for its bread business, the bankrupt baking company said.

Hostess, which declared bankruptcy in November 2012 following a long standoff with one of its labor unions, said it had chosen Flowers Foods as the stalking-horse bidder; the company plans to solicit bids from other companies as well.

The proposed sale of nearly $360 million includes the Butternut, Home Pride, Merita, Nature’s Pride and Wonder brands, while remaining bread brands and the company’s snack business would be sold separately. The company also selected Flowers as a stalking-horse bidder for the Beefsteak bread business, for $30 million.

"We are pleased with the Flowers offers and look forward to a robust auction process that will allow these iconic brands to continue and to maximize value for all the company’s stakeholders," Hostess chairman and CEO Gregory Rayburn said. "We also continue to negotiate with parties interested in purchasing our snack cake business and remaining bread brands, and expect to select additional stalking-horse bidders as soon as reasonably practicable."

Hostess has requested authorization to proceed with the auction from the U.S. Bankruptcy Court for the Southern District of New York, with the Flowers proposals as the stalking-horse bids, as long as it receives additional qualified bids.


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Just Born introduces chocolate-covered cherry Peeps for Valentine’s Day

BY Alaric DeArment

BETHLEHEM, Pa. — The maker of Peeps marshmallow candies is introducing a new flavor for Valentine’s Day.

Just Born said Monday that it would introduce Peeps Cherry-Flavored Marshmallow Dripped & Drizzled in Chocolate, in three-count packages with deep-red accents.

"Our chocolate-dipped peeps have been a phenomenal success, and the new Peeps Cherry-Flavored Marshmallow Dipped & Drizzled in Chocolate will definitely excite our fans," Peeps senior brand manager Mark Hoffman said.

 

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Hipolit says:
Feb-03-2013 11:23 am

Valentine's Day is a magnificent chance for families to state their love to their brood. Many families go all out on Valentine's Day and they pay money for their families luxurious gifts but Valentine's Day does not have to be a luxurious holiday.

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