Gardenburger, Portland, Ore., a small company (1997 sales of $56.7 million) that markets frozen vegetarian patties, disclosed plans for its first-ever national TV campaign. The estimated $10 million five-week effort begins May 4 and includes a spot in the much-anticipated May 14 final episode of NBC's "Seinfeld." Other TV buys include such prime-time programs as "Ellen," "Spin City," "Brooklyn South," the season closers of "Caroline in the City" and "Third Rock from the Sun," and nationally syndicated programs such as "The Oprah Winfrey Show." Hal Riney & Partners/Heartland, Chicago, handles. Gardenburger said the TV ad buys will generate 1.5 billion impressions and result in 1,500 spots over the short life of the national ad campaign at an average rate of more than 40 national spots a day.
Copyright March 1998, Crain Communications Inc.