Cape Cod Potato Chips plans to launch its first-ever advertising this spring with the help of its first agency of record, Irma S. Mann, Strategic Marketing, Boston, Mass. Initial advertising plans for the kettle-cooked chip brand, which previously has focused solely on promotions and sampling, call for a test of radio and out-of-home ads in one Northeast test market. A rollout of the ads to additional markets is slated for later in the year. While the test-market budget is estimated at $500,000, no budget has been determined for the expanded campaign.
Copyright February 2001, Crain Communications Inc.