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Frito-Lay uses online contest to find inspirational stories for new TrueNorth ad campaign

BY Melissa Valliant

PLANO, Texas Frito-Lay is asking for the help of inspirational individuals to fill a TV ad spot during this year’s 81st Annual Academy Awards with a story about their life’s passion. The 60-second ad spot, airing Feb. 22, 2009, will mark the beginning of a national, multimedia ad campaign for Frito-Lay’s TrueNorth nut snacks and will be directed by Oscar-winning actress Helen Hunt.

TrueNorth will be the only advertiser in the snack category during the awards show, and the contest spot will be one of several of TrueNorth’s to air during the pre-show, as well as the show itself. TrueNorth has already found three inspirational stories that it will promote online and in print as part of its new campaign.

Essays can be submitted now through Dec. 31 at www.truenorthsnacks.com/story. 

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Supervalu boosting brand image with national campaign

BY Jenna Duncan

MINNEAPOLIS Supervalu’s leadership is preparing to take the company’s branding in a new direction, Supervalu chief executive officer Jeff Noddle said Tuesday in his keynote speech at the Morgan Stanley Global Consumer and Retail Conference.

The company is putting emphasis on its affordable grocery items and easy to find locations with a new tagline: “Just around the corner.” The new tag has been launched in a campaign including national ads, direct mailings and direct-to-consumer circulars. 

Supervalu has said that later this year more of the “just around the corner” buzz will be released via TV and radio ads and billboard.

The grocery giant has also said that it is dedicating more energy to speedy checkout and overall cleanliness and quality in each of its stores. There is also a push towards updating store technology. Noddle also said that his company is expanding its offerings to new communities with new store formats, such as the smaller, market-like Urban Fresh by Jewel store recently opened in the Chicago market.

Noddle also told the crowd at his keynote speech that Supervalu’s capital spending  for the next year will range between $1.2 and $1.3 billion range. Most of the monies will be directed toward store capital, he said, as well as rebuild and remodeling projects.  

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Heinz rated best food company by American Customer Satisfaction Index

BY Melissa Valliant

PITTSBURGH Major food manufacturer H.J. Heinz Company scored No.1, for the ninth time, on the University of Michigan’s American Customer Satisfaction Index for best in the food-manufacturing sector, said ACSI this week.

Heinz markets and produces healthy, convenient and affordable foods, including sauces, meals, soups, snack and infant nutrition, though it’s most well-known for its ketchup. The American Customer Satisfaction Index is updated each quarter with new scores for about 200 companies in 43 industries and evaluates U.S. product and service quality, produced in partnership with the American Society for Quality (ASQ) and CFI Group and supported in part by ForeSee Results, the corporate sponsor for the e-commerce and e-business measurements.

“We are proud that Heinz continues to earn the trust of consumers with foods that provide the best consumer satisfaction in terms of good value and which consistently exceed expectations for millions of American families every day,” said William Johnson, Heinz chairman, president and chief executive officer. “Consumers love the Heinz brand and we plan to continue providing consumers with new reasons to try our foods as we innovate in terms of taste, nutrition, affordability and convenience.”

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