Venezuelan mayonnaise maker unveils animated ads to overtake Kraft

Published on .

CARACAS--Mavesa Mayonnaise is introducing computer-generated images and animation in its new campaign in Venezuela in its latest bid to overtake chief rival Kraft Foods.

Although Mavesa, one of Venezuela's leading packaged goods marketers, leads Kraft in certain sectors, such as margarines, it has yet to overtake the multinational in the mayonnaise market although it commands a respectable 25% share of market.

Created by the Brazilian multinational Noelck Fisher America, the new $500,000 campaign features animation and a catchy jingle that promotes thebrand's flavor, creaminess and consistency.

Media includes TV, radio, newspaper and magazine ads backed by point-of-purchase material, big format outdoor boards and posters at bus stops and metro stations.

Copyright September 2000, Crain Communications Inc.

In this article:
Most Popular