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Truvia launches Sweetness Stories campaign

BY Allison Cerra

WAYZATA, Minn. A zero-calorie sweetener has launched an advertising campaign.

Truvia’s Sweetness Stories, a new multimillion-dollar print, television, digital and social media advertising campaign, is designed to connect with consumers on an emotional level, the company said. The campaign includes four 30-second television spots, as well as 15-second spots that will run nationally on network, cable and digital. The new print campaign will run in a variety of national publications. A social media program also is planned.

 

“This campaign shows what silly head games we go through in everyday life. We want the doughnut, the piece of cake and, yes, the chocolate. But we deny it, avoid it, and we think if we take small bites it won’t count. This is what happens with consumers every day. The campaign is designed for the viewer to react with ‘that is so me,’” said Ann Clark Tucker, director of marketing for Truvia.

 

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P&G’s Lori Proctor receives award from NEW

BY Allison Cerra

CHICAGO A retail supply leader for Procter & Gamble received the Network of Executive Women’s Bobbie O’Hare Award, given annually to the regional committee member who has helped the organization advance its goals and extend its reach.

Lori Proctor, who works as P&G’s retail supply leader in San Ramon, Calif., is co-chair of NEW’s northern California region. Each year, members of NEW’s 15 regions nominate one person as their "best of the best" committee member. These members are honored during each region’s fall event and are eligible for the Bobbie O’Hare Award. NEW officers select one member to receive the Bobbie O’Hare award. Proctor was cited as "a compassionate contributor who truly believes that future leaders need mentors to grow professionally and personally and, in turn, become mentors for generations to come."

The award is named for former NEW regional chair Bobbie O’Hare, VP sales development for the Johnson O’Hare Cos. O’Hare, who helped lead the creation of NEW’s 15 regional groups, joined current NEW regional chair Maria Edelson in presenting the award to Lori Proctor in front of 800 members attending NEW’s national summit.

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Mars to roll out new chocolate, ice cream varieties

BY Allison Cerra

ATLANTA Mars Chocolate North America is set to unveil its newest innovations in chocolate and ice cream.

 

Mars will unveil several new items this week at this year’s National Association of Convenience Stores show in Atlanta:

  • In December, Snickers will add peanut butter to its confection of peanuts, caramel, nougat and milk chocolate, Snickers Peanut Butter Squared;
  • Limited edition Twix coconut cookie bars will launch in April 2011; and
  • Mars Ice Cream will introduce new three pint flavors in January 2011, including:
    • Snickers rocky road ice cream, which features chocolate and marshmallow ice cream, chocolate-covered peanuts and chopped Snickers pieces;
    • Milky Way ice cream, which consists of chocolate malt ice cream, smooth caramel and delectable chocolate chunks; and
    • Twix peanut butter ice cream, which offers rich peanut butter ice cream, chocolate swirls, cookie balls and chopped pieces of Twix cookie bars.

 

“At Mars Chocolate North America, we strive to help our retailers drive profit by providing them with innovative new products, exciting consumer promotions and effective sales tools,” said Jim Murphy, VP sales at Mars Chocolate North America.

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