Devastated Peanut Growers Turn to Advertising

3 Minute Ad Age: March 6, 2009

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NEW YORK (AdAge.com) -- Devastated by a massive consumer pull-back from peanut-containing foods, the country's peanut farmers are launching a crisis-management advertising campaign. The effort, which kicked off in Grand Central Terminal this week, follows the peanut-related salmonella outbreak believed to have killed nine, sickened more than 600 and triggered a recall of 3,000 different food products. The National Peanut Board will be using print, TV, outdoor and radio ads in an effort to rebuild consumer confidence in peanut butter and other products.

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