Franco-American adds adults to the menu Campbell Soup Co., out to prove Franco-American canned pasta isn't just for kids, is launching a new product and doubling the brand's current $10 million ad budget.
With new Franco-American Superiore, Campbell hopes to pick up share in the segment against canned pasta leader American Home Products Corp. Franco-American SpaghettiOs competes in the $240 million kids' segment, leaving most of the remaining $270 million in all-family consumption to rival American Home Foods' Chef Boyardee.
"This is a natural extension of where we go next," said Woody Rosenbach, business director-prepared foods, who claims Superiore has a more adult taste profile than SpaghettiOs.
He said the higher-quality product is aimed at adults who have been dissatisfied with canned pasta products in the past.
The primary target is 25-to-49-year-old women with children. The three-item line includes spaghetti and meatballs, beef ravioli, and a new shape for the category, Hearty Twists.
Mr. Rosenbach said the company will "sustain our kids' spending," measured at $10.6 million by Competitive Media Reporting for 1995, while spending another $10 million on the new product.
Network TV, print and free-standing inserts are planned, from FCB/Leber Katz Partners, New York, which inherited the brand from Bayer Bess Vanderwarker after the Chicago agency was bought by FCB-parent True North Communications. Advertising breaks in the fall.
MEETING THE CHALLENGE
American Home Foods is expected to raise its $14.3 million in canned-pasta ad spending to meet Campbell's product challenge. The company couldn't be reached for comment.
According to Information Resources Inc., American Home has a 58.5% share of the category, down 9.4% for the 52 weeks ended March 24. Campbell's share was up 10.9% to 35.6%, while third-place private labels jumped 77.5% during that time frame to a 4.6% share.