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Swardlick Fashions New Mantra for Juice Marketer

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BOSTON Swardlick Marketing Group has launched its first effort for Mott's applesauce and apple juice products.

The "Get Apple Healthy" campaign targets Gen X moms and nutritionists. Work from the independent agency in Portland, Maine, includes a logo, in-store and collateral executions, public relations, direct mail and online components.

The shop has proven expertise in the health and nutrition marketing arena, having worked with the Wild Blueberry Association of North America and the Produce for Better Health Foundation.

"Swardlick Marketing Group has the knowledge and experience in food and nutrition marketing and communications that we were looking for," said Amanda Vaughan, senior product manager at Mott's, in Rye Brook, N.Y.

The agency attempted to help Mott's "stand out as a leader in the health and nutrition marketing and communications," said David Swardlick, shop president.

Last year Mott's spent about $8 million on ads, per Nielsen-Monitor Plus.