Dare Foods' 15 minutes

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A slew of recipes, a new Web site and print ads all figure into a campaign by Smith & Jones to boost U.S. sales of Dare Foods’ Breton crackers.

Print efforts appearing in Bon Appetit, Martha Stewart Living and Good Housekeeping feature the theme, “15 Minutes to Fame.” That theme is also displayed at 15minutestofame.com, which was also crafted by the Worcester, Mass., shop. The site includes quick recipes and presentation tips using Dare crackers.

“Our goal is to build brand awareness for Dare by encouraging people to use their crackers creatively and have more fun with food,” said Jean Giguere, director of client services at Smith & Jones.



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