NEW YORK Libby’s Vegetables has tapped country star Sara Evans to literally sing the praises of home cooked meals this month.
Evans recorded a version of the brand’s “When It Says Libby’s on the Label” jingle, which will be aired on country music stations throughout September. Fans can listen to two versions of the jingle at Getbacktothetable.com, where they can also pick up recipes and cooking tips.
The No. 3 canned vegetable maker is also offering a chance to dine backstage with Evans as part of a national sweepstakes. The contest runs through Dec. 15.
Evans is promoting “Get Back to the Table Month,” which Libby’s calls “an acknowledgement of the many social and economic benefits of family dinnertime.”
There are 60 SKUs of canned vegetables including Libby’s Organics and Libby’s Natural (no added sugar or salt) lines. Seneca Foods, Marion, N.Y., owns the brand.
“Libby’s has always been committed to helping families enjoy convenient, great tasting meals and time together at the table,” said Bruce Wolcott, vp, marketing at Libby’s, in a statement.
Seneca spent only $65,000 on measured media behind the brand in 2007, per Nielsen Monitor-Plus.