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NEW YORK Cumberland Packing Corp. has launched a review of creative and media duties on its portfolio of brands, which include Sweet ‘N Low, Sugar in the Raw and Butter Buds.
The Brooklyn, N.Y.-based client has distributed a questionnaire to more than 20 agencies that’s due back on Sept. 14.
Among other things, the document asks about experience with clients in the packaged-goods and food sectors. In addition, it requests three to five case studies that illustrate the ability to revitalize a brand, to launch a new product and to “increase market share in an environment where a product is a challenger brand and is significantly outspent by competitors” and to execute a fully integrated ad campaign.
Cumberland’s other brands include Stevia Extract in the Raw, Natra Taste Blue, Natra Taste Gold and Nu Salt.
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