Aurora Foods, St. Louis, will spend roughly $25 million on ad campaigns for its Lender's, Mrs. Paul's and Van de Kamp's brands in 2001, a fourfold increase over its media expenditures in 2000. The efforts speak to the commitment to advertising made by Aurora's new management team, headed by president, CEO Jim Smith. "The real negative of the prior management was that they didn't advertise," Mr. Smith said, but the plan now is to aggressively build the businesses with ads that speak to their relevance to consumers. A new TV campaign from Momentum, St. Louis, positions Lender's as "The Bagel Expert" and touts new frozen bagel varieties, while TV and print for Mrs. Paul's will tout its use of whole fillets and new shrimp entrees. A campaign for Van de Kamp's emphasizes the brand's positioning as the most complete seafood line with TV and print bearing the tagline "Fish and shrimp you can't resist."
Copyright February 2001, Crain Communications Inc.