LEVER, KRAFT SPREAD BATTLE TO N.Y.

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With New York constituting one of the few markets in the U.S. where butter still outsells margarine, city residents will bear the brunt of a margarine marathon as two major marketers introduce their premium-price spreads. Lever Bros. this month in 1956 offered introductory ads for "Imperial, the only margarine with real natural taste." And the next week, Kraft Foods would launch Kraft De Luxe, its entry in the margarine derby with a 1› sale.

According to Hugh Tibbetts, Lever group product manager, the advertising, handled by Foote, Cone & Belding, New York, will be "the heaviest introductory program ever placed behind a margarine in any market."

The entry of Kraft De Luxe is unusual because Kraft is bringing it into the country's largest market right off the bat, without any previous testing. At work for Kraft: It used the same device for a highly successful send-off of yellow Parkay several years ago. Parkay is now the No. 1 margarine in sales in the U.S.

Editor's Note: Yellow margarine just became legal in New York in 1952. As states legalized the product, often over farmers' objections, a series of butter-

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