CHERRY HILL, N.J., Jan. 11 /PRNewswire/ -- Swanson frozen foods will
launch this week the first television campaign for its $300 million "Swanson"
TV Dinners business in nearly 10 years. The new campaign, "Make New Memories
with Swanson" will tap into the family memories conjured by this American icon
and will feature the brand's newest product: "Swanson" boneless fried chicken
dinners. This new product, along with several previously announced new and
improved dinners and a re-engineering of its fried chicken manufacturing
system, will turn the largest segment of Swanson's business into a strong
contributor.
The new "Make New Memories with Swanson" campaign leverages the memories
and emotional bond consumers -- primarily parents -- have with Swanson
dinners, dating back to their childhood. Swanson plans to triple its
advertising expenditures over the next two years behind this campaign.
"Every person I meet tells me the same thing, 'I grew up eating Swanson TV
Dinners,'" said Murray S. Kessler, President of Swanson Frozen Foods, a
division of Vlasic Foods International (NYSE: VL). "What parent doesn't
remember having a Swanson dinner growing up? And who doesn't recall eating
the brownie dessert first?
"We explored and tested these anecdotes in national research and consumers
and parents told us they had fond memories of growing up and enjoying the
dinners because they were a treat. It was special picking what dinner to
have, eating it in front of the television, and of course eating the dessert
first," said Kessler. "We will bring these types of memories into the present
and share them with new generations."
The campaign, developed by Young & Rubicam -- New York, starts with a
30-second television spot, "Betty the Babysitter". The spot features two
parents going out for the evening and having the babysitter, Betty, serve
Swanson boneless fried chicken dinners to their two children. The spot shows
how the children eat the dinners in the same manner in which the parents did
when they were supervised by their own babysitter years ago.
The commercial will air on primetime network programs along with daytime,
early fringe and cable outlets. Program selection will feature high-profile
shows including the premier of 60 Minutes 2, the premier of Disney's The
Little Mermaid, and Olympic star, Michelle Kwan's skating special. Other
programs include Touched By an Angel, The Wonderful World of Disney, Dinner &
A Movie and a TV Land rotation. The campaign also includes network radio and
consumer promotions that carry the "Make New Memories" tagline.
On average, more than 3 million Swanson dinners are consumed each week in
the U.S. and the original Swanson aluminum tray, retired in 1987 in place of a
microwavable tray, resides in the Smithsonian.
Forward-Looking Statement
This release contains certain forward-looking statements within the
meaning of Section 27A of the Securities Act of 1933, as amended, and Section
21E of the Securities Exchange Act of 1934, as amended. The Company believes
the assumptions underlying the forward-looking statements, including sales,
advertising, operating costs, new product introductions and productivity gains
are reasonable. However, any of the assumptions could be inaccurate, and
therefore there can be no assurance that the forward-looking statements
contained in the release will prove to be accurate.
Additional information that could cause actual results to vary materially
from the results anticipated may be found in the Company's most recent Form
10-K and other reports filed with the Securities Exchange Commission.
Furthermore, the Company disclaims any obligation or intent to update any
such factors or forward-looking statements to disclaim future events and
developments.
SOURCE Vlasic Foods
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Related links:
http://www.vlasic.com
CONTACT:
Kevin Lowery of Vlasic Foods, 609-969-7417
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