Beefsteak Rye bread returns to the airwaives today after a 10-year absence with a 30-second spot from Minneapolis' Campbell Mithun Esty.
In the spot, "Grizzly," two mountaineering couples return to their campsite to find a bear rummaging through their belongings. Though disappointed to lose their marshmallows and beer, the campers get truly upset and chase the bear away when it goes after their Beefsteak Rye bread sandwiches. The spot's tagline is, "Worth fighting for."
Beefsteak has advertised only minimally since its last TV ad in 1987. That spot, from Grey Advertising, New York, was tagged, "The breads with the beefed up taste."
"You could see some erosion in the [Beefsteak] brand, and it was time to get it cranked up," said Steve Gordon, vice president and management supervisor at CME.
Kansas City, Mo.-based Interstate Bakeries Corp. acquired Beefsteak when it bought Continental Bakeries in 1995. That deal also brought it Wonder and Home Pride breads and Hostess snack cakes.
"Having turned those brands around, we have focused our attention on Beefsteak," said George Lampros, vice president of bread marketing at IBC. "Our expectation is rye could be a larger portion [of overall bread sales] when supported by brand marketing."
Initially, the spot is running in Pittsburgh, St. Louis and Kansas City. Other markets may be added through the year.