Dole sells salads

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The Dole Fresh Vegetables division of Dole Foods Co. begins its first national TV ad campaign Monday. The eight-week drive touts results of a taste test in which Dole's packaged Caesar salad was preferred 2 to 1 over "the leading competitive brand." The "Complete Caesar Salads" campaign includes spots from Suissa Miller, Los Angeles. In addition to running TV advertising, Dole is aggressively marketing its entire product line with new product graphics, coupons, anti-fog film packaging, a complete retail merchandising system, in-store promotions and sampling, radio advertising and several cross promotions.

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