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HEINZ ADDS ANOTHER CELEB ATHLETE TO ITS ROSTER

By Published on .

SAN FRANCISCO (AdAge.com) -- H.J. Heinz Co.'s Smart Ones frozen meals on Sunday becomes the latest Heinz brand to add a celebrity to its advertising.

Olympic gold medal figure skating champion Kristi Yamaguchi dances on ice to the campaign's four-year-old theme music, "Lady In Red," in a spot launching a new line of gourmet pizzas from Heinz's Frozen Food Co. unit.

Heinz spent $10.6 million on advertising for its Smart Ones brands last year, according to Taylor Nelson Sofres' CMR.

Other celebrities showing up in Heinz Frozen Food campaigns in recent months include skateboarder Tony Hawk for Hot Bites and former basketball star Larry Bird for Boston Market.

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