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Musselman’s is playing the emotion card against larger rival Mott’s with a new marketing effort this week that equates an apple grower’s love and care for his crop with that of a mother’s nurture of her child.
The analogy is a new one for the applesauce brand, which is part of a grower-owned cooperative that’s managed by Knouse Foods. The effort builds on a campaign the company launched in November 2008. That effort, which carried the tagline “Grower-Owned Since 1949” was meant to differentiate itself from Mott’s.
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