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'OLDER IS BETTER' IN THE BIG EASY

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Just about everything that makes New Orleans famous is either old or spicy.

So it's no surprise that the Crescent City'soldest packaged-foods company would choose New Orleans' oldest advertising agency to produce a regional campaign.

Zatarain's seasonings have been spicing up jambalaya, red beans and rice, and crawfish pies since 1889.

Kupper Parker Fitzgerald launches new print, outdoor and radio advertising today with the tagline, "Zat's right," to remind locals what to add to their food dishes.

The campaign willrun through next spring. A second flight of ads will break after the first of the year.

"New Orleans' singularity is its unique flavors," said Ron Thompson, president at the 75-year-old Kupper Parker Fitzgerald. "And in this case, we think older is better."