First Campaign in 10 Years; Marriner Marketing to Handle

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WASHINGTON ( -- The Sugar Association, which hasn't done advertising in recent years, assigned Marriner Marketing, Columbia, Md., a $3 million to $5 million a year ad campaign that will include TV, radio and print.

"We are tired of everyone else defining sugar," a spokeswoman for the association said, explaining why after 10 years the trade group had decided to launch an ad campaign.

The ad effort, which will focus on the natural benefits of sugar, is slated to break in May in test markets.

In a statement, Andy Briscoe, president-CEO of the Sugar Association, said the group was confident the campaign "will help us to reverse the impact of sugar bashing brought on by the low-carb craze and fueled by manufacturers of artificial sweeteners."

Other agencies in the review included Grey Global Group's Grey Worldwide, New York; Omnicom Group's Ketchum, San Francisco, and Global Communicators, Washington.

Marriner handles other food accounts, including that of the U.S. Tuna Association.