TITLE

Hebrew National talks up quality in $25 mil campaign

AUTHOR(S)
Petrecca, Laura
PUB. DATE
May 1999
SOURCE
Advertising Age;5/24/1999, Vol. 70 Issue 22, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article looks at the marketing campaign of kosher hot dog and deli meat producer Hebrew National, which discusses the quality of its products in the U.S., as of May 1999. The campaign, from Grey Advertising, New York, seeks to create a coast-to-coast profile as Hebrew National lives up to its name by expanding to 80% of the country by summer. The advertisements feature an average Joe who not only gets lunch, but a little advice from the heavens. The TV and radio spots play up the marketer's kosher heritage and positioning as a premium product, even though 70% of Hebrew National's consumers are not Jewish, according to Steve Silk, president of National Foods. Couponing, in-store promotions, sweepstakes, charity tie-ins with well-known athletes and a 10-week sponsorship of the cooking and weather segments on Good Morning America are also included in the marketing mix.
ACCESSION #
1873487

 

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