TITLE

Vlasic aims to beef up its ailing Swanson brand

AUTHOR(S)
Thompson, Stephanie
PUB. DATE
November 1999
SOURCE
Advertising Age;11/1/1999, Vol. 70 Issue 45, p65
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on initiatives taken by Vlasic Foods International Inc. to increase sales for it frozen food brands. Vlasic is launching a new wave of products, product rebranding and an estimated $10 million advertising which are focused on it declining frozen foods. Its biggest initiative is the launch of a new Swanson Potato-Topped Pot Pie which features mashed potatoes on top of a pie made with a meat and vegetable filling. The product will be supported with television campaign from FCB Worldwide Inc. and newspaper free-standing (FSI) inserts. The company is also trying to bring its Hungry Man Pot Pie further up with a formulation which included increasing the size and adding a full crust. The reformulations will be supported with FSI and television advertisements as well.
ACCESSION #
2489712

 

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