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Mayer Makes Elmer's Edgy for Easter

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DALLAS Peter A. Mayer Advertising is replacing the bunny and basket in ads for Elmer's Easter chocolates with slang and a retro look.

Ponchatoula, La.-based Elmer Candy Corp. hired the New Orleans independent shop to make its candy more attractive to the youth market following a review with undisclosed contenders. Logan Marketing, also in New Orleans, previously handled the account.

The campaign, which breaks March 11 in New Orleans, Baton Rouge and Lafayette, La., and in the Mississippi cities of Biloxi and Gulfport, consists of outdoor boards and radio spots. The work features copy like "This Easter, make it a gold brizzle fo' shizzle," "Hey Mom ... Put a little bling bling in their baskets" and "Give them an Easter treat that's off the hook!"

The effort is Elmer's most edgiest, according to client vice president and chief operating officer Rob Nelson. "They focus on kids who want the coolest Easter candy and on mothers who want their kids to think they're in the know," he said in a statement.

Campaign spending is undisclosed.