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Bigelow Tea Serves a Cup of 'Joe'

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NEW YORK Bigelow Tea said it has signed New York Yankees manager Joe Torre to tout its green tea in print and radio ads, via independent shop Tracey Edwards O'Neil, Manchester, N.H.

Print features Torre sitting in New York's Central Park, sipping the tea. Headline: "Look Who's Drinking Bigelow Green Tea Now."

Ads break this week in The New York Times, The Wall Street Journal, as well as various sports-oriented magazines. Radio runs on the syndicated Imus in the Morning show.

"Joe Torre . . . made Bigelow Green Tea an important part of his diet. He represents the health-minded men out there who are driving the growth in green teas," said Bob Kelly, Bigelow vp of sales and marketing.

The client is located in Fairfield, Conn.

Bigelow spent $125,000 on ads last year.

—Brandweek staff report