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ATLANTA Planet Central is set to launch the first-ever national ad campaign for Duke’s Mayonnaise.
The Richmond, Va., agency will promote the sugar-free spread to the 11 million Americans with diabetes via a partnership with the American Diabetes Association.
The sharply targeted campaign is a departure from the 75-year-old brand’s traditional positioning, which touted great taste and natural ingredients.
“We felt it was time to move beyond its core position,” said Terry Fink, agency co-founder and creative director.
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