NAD says Campbell to qualify ad

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Campbell Soup Co., Camden, N.J., agreed to modify advertising for Prego Traditional spaghetti sauce to more clearly limit taste preference claims to the actual competing products and attributes tested, the National Advertising Division of the Council of Better Business Bureaus said. Borden's Food Corp., marketer of Classico brand spaghetti sauces, had challenged the ad and such claims as "taste tests prove it" and "Prego beats the rest." NAD said Campbell had a reasonable basis to support its claim that "Families prefer the taste of Prego" Foote, Cone & Belding, New York, handles Prego.

Copyright June 1998, Crain Communications Inc.

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