Boys of summer, Armour team up for hot dog pitch

Petrecca, Laura
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, p16
Trade Publication
Reports on the participation of top U.S. baseball players in the advertising campaigns for Armour Stars hot dogs from ConAgra in April 2000. All-stars such as Barry Bonds, Greg Maddux and Roger Clemens will grace Armour's updated packaging, appear at promotional events and sing the jingle in radio advertisements. The $6 million advertising campaign, as well as public relations and promotions, are key elements in Armour's marketing. Armour will host baseball clinics for children among other things. The baseball tie-in targets not only men and boys but also mothers. The new marketing campaign and the expanded distribution comes as Armour's sales decline. The brand's dollar sales were down 14.9% for the 52 weeks ended January 30, 2000.


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