Banquet Sends 'Mixed' Message

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Despite the improving economy, the value message remains an important marketing tactic for food companies. Example: ConAgra Foods, which has launched a new campaign for its Banquet brand. Ads make an emotional connection with moms, but the underlying message is value.

Print, radio and in-store ads aim to get the point across by depicting everyday situations encountered by moms. One ad shows two sisters sharing a Banquet pie. “End sibling rivalry. At least for the next five minutes,” the copy states.

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