Noble Tapped To Handle Launch Of Gerber’s Organic Baby Foods

Gerber Foods is rolling national a new line of organic baby foods under the Tender Harvest brand name, with advertising from Noble & Associates here.
Jane Seymour–star of the hit CBS series Dr. Quinn, Medicine Woman and mother of four, including infant twin sons–will be featured in national TV and print ads for the Tender Harvest line. The work is expected to break in the first quarter of 1998.
The organic line has been testing in several West Coast markets, and Fremont, Mich.-based Gerber said it expects to complete national distribution by the end of the year.
The Tender Harvest line initially includes 10 varieties of baby food, including Apple Mango Kiwi and Spring Garden Vegetable. The company said it will expand the line to
20 products after it completes the rollout.
“Tender Harvest is a logical extension of what we started 18 months ago when we reformulated key items in our core line to remove starch and sugar,” Debra Kelly-Ennis, Gerber senior vice president for marketing, said in a statement.
Noble in May successfully defended its role as creative agency for Gerber’s $15 million account after a review of the business. Western International Media in Chicago handles media buying. –Scott Hume