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NEW YORK Omnicom’s TBWA\Chiat\Day is preparing an ad push for Uncle Ben’s new Ready Rice, the client confirmed.
The Playa del Rey, Calif., agency was unavailable for comment.
The Ready Rice line, shipping this month, includes varieties such as roasted chicken, whole-grain brown and Spanish style. A national integrated push will garner “significant” marketing dollars, said Bryan Crowley, senior brand manager for Uncle Ben’s, Los Angeles, a unit of Masterfoods USA. Crowley declined to specify spending for TV, print and trade promotions efforts that will kick off in the first quarter.
“This
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