O&M, Chicago picks up Mrs. Butterworth's syrup business

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Aurora Foods, Columbus, Ohio, consolidated its syrup business at Ogilvy & Mather, Chicago, moving its Mrs. Butterworth's brand from Sive/Y&R, Cincinnati. Ogilvy already handles Aurora's Log Cabin syrup. Sive was awarded Mrs. Butterworth's shortly after Aurora bought the brand from Unilever in Feb. 1997.

The Mrs. Butterworth's brand had not been fully supported since 1993, and an integrated marketing relaunch estimated at $15 million to $20 million is planned for early next year. Ogilvy estimated spending for Mrs. Butterworth's at $5 million to $7 million.

Copyright September 1998, Crain Communications Inc.

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