H.J. Heinz Co., Pittsburgh, and the Cancer Research Foundation of America are teaming up in a new print campaign promoting the health benefits of ketchup. The campaign, handled in-house, is tied to research that links the consumption of certain processed tomato products to reduced risk of certain cancers and heart disease. Lycopene, an antioxidant that creates the red coloring in tomatoes, protects body cells from molecules that attack cell membranes. The campaign will break in January.
Copyright December 1998, Crain Communications Inc.