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Del Monte introduces new online, print ad campaign for fruit products

BY Melissa Valliant

SAN FRANCISCO Major food producer and distributor Del Monte Foods is spending $20 million on a new, comical, online and print ad campaign for its fruit products. The campaign, called “Fruit Undressed,” involves online banners on sites like Realsimple.com and People.com, portraying talking fruit that peels back its skin and says things like, “Does this skin make my butt look big?”

Smith Brothers Agency in Pittsburgh created the ads for Del Monte’s peeled and sliced fruit items, which are available in four different varieties: SunFresh, Orchard Select fruit jars, citrus bowls and Fruit Naturals fruit cups. Newly released, antioxidant-packed, 8-ounce fruit cups are filled with acai and passion fruit juices, such as pear chunks in acai blackberry juice and mixed fruit chunks in mango passion fruit juice.

Though the company normally spends less than $5 million on advertising for these products, Rodolfo Spielmann, vice president of consumer growth at Del Monte Foods, believed the increase in spending was necessary to spread word of the brand.

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Archer makes bid to acquire Archway cookie company

BY Jenna Duncan

ASHLAND, N.C. Archer Acquisitions has made an offer to buy Archway cookie company and Mother’s Cake and Cookie Co. reports said today.

The move comes after an Archer announced its bankruptcy filing with a hearing scheduled for Dec. 2. Any acquisition bids must be filed with courts by Nov. 25, statements said.

An auction to sell off Archway’s assets is scheduled for Dec. 1 and a sale approval hearing is planned for 1 p.m. the following day.

Other reports stated that Lance Inc., another food maker with baking operations, is also considering taking over ownership of Archway.

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Hy-Vee boosts private label with cheap meal options

BY Jenna Duncan

WEST DES MOINES, Iowa Hy-Vee has launched a new program that provides 30 recipes to feed a family for cheap. The “30 meals for $3 per serving” launch includes recipes for popular dinners such as ham and swiss quesadillas, bar-be-cue cheeseburger sliders and French dip sandwiches with au jus.

The recipes all include Hy-Vee brand ingredients such as Hy-Vee bakery buns, Hy-Vee canola oil, Hy-Vee salsa and Hy-Vee shredded cheese.

The complete list of meal recipes from Hy-Vee’s “30 meals for $3 per serving” can be found online at http://www.hy-vee.com/30meals/30meals.asp 

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