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Publicis Touts Crust-Free Bread

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Anyone who's ever been a kid—or knows someone who was—understands the urge to cut the crust off their bread. That little bite of youthful memory is the driving force behind a new campaign for IronKids' new crustless bread.

According to re search commissioned by IronKids parent Sara Lee Corp., nearly 40 percent of kids do not like to eat bread crusts. So the new-product news is so huge, a spokeskid spreads the word with a giant megaphone in two TV spots that break Wednesday from Publicis in Mid America, Dallas.

The spots begin with the kid— dwarfed by the skyscraper-sized megaphone—blaring out news of IronKids Crustless Bread as other kids and a mother listen in awe. In one ad, a mom reinforces the brand's nutritional aspects; in the other, a kid celebrates the innovation by saying, "This is big." One spot also carries IronKids' overall tagline, "Kids eat this stuff up."

The 30-second commercials will run in spot markets and on cable in key areas in the South, Midwest and West. IronKids Crustless Bread had limited distribution in May and is expected to be in the other markets this month. The new campaign targets crust-avoiding children ages 6-11 and their parents.

The campaign also includes print. Publicis has handled IronKids since 1998, when the brand was owned by The Earthgrains Co. Sara Lee purchased that business last year. Spending on the campaign was undisclosed. IronKids spent $3 million in 2001, according to CMR.