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By Published on .

C&H Sugar, long one of the leading sugar brands in the West, has begun its first major branding push in recent years as East Coast rival Domino Sugar Corp. begins to seek distribution west of the Mississippi.

The estimated $5 million campaign includes radio and TV spots breaking today in more than a dozen markets including Los Angeles; San Francisco; Portland, Ore.; Des Moines; St. Louis; Tulsa, Okla.; Boise, Idaho; and Salt Lake City.

The new TV advertising borrows from old TV advertising. The spots revive footage of C&H commercials from the 1950s and early '60s, showing Hawaiian children singing the sugar marketer's song while doing the hula. The new spots show an illustration of an antique TV, and within that the vintage footage. Supers note the company's product has been the same since 1906, "so why should we change our commercials?"


Print, which will run in holiday issues of specialty magazines, will show humorous pictures of cookies with frowns on their faces and a gingerbread house with a "Condemned" sign over the door because they were not made with C&H brown sugar. Print is tagged "In the future, please use C&H."

The campaign is the first major C&H effort from Goldberg Moser O'Neill, San Francisco, which picked up the account in 1993 from longtime C&H agency Foote,

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