CME Cooks Up Advertising For Hunt-Wesson Sauces

By Trevor Jensen

CHICAGO–Campbell Mithun Esty in Minneapolis will support a new line of Mediterranean-themed pasta sauces from Valencia Foods, a unit of Hunt-Wesson, with print and TV ads set to break later this summer.

Valencia Foods will try to separate the premium-priced Mediterania sauce line from others in the crowded category by touting flavor combinations from the Mediterranean region, including Morocco, Greece and Spain. Thirty- and 15-second TV spots are being produced for cable and broadcast spot buys in August. The Mediterania line will be available only in Western and Northeastern states, beginning in July.

Print ads attempt to bolster the sauce’s claim of robust taste with the use of vibrant colors. A jar of the sauce, a plate of pasta, a clutch of vine-ripened, tumescent tomatoes, three heads of garlic and a corked pitcher of olive oil are set against a backdrop of a whitewashed village by a deep blue sea, presumably the Mediterranean.

‘If the Mediterranean can awaken the senses and nourish the spirit, just imagine what it can do for you pasta,’ reads the headline. Copy introduces the products, claiming they are ‘inspired by the romance of the Mediterranean,’ and declares, ‘It’s more than Italian. It’s Mediterania.’

Hunt-Wesson, based in Fullerton, Calif., also will launch a new line of Mediterranean-style sauces under the Healthy Choice label. CME, lead agency for the ConAgra-owned Healthy Choice brand, will place ads in August issues of health, women’s, gourmet and general interest publications. Hunt-Wesson did not disclose national rollout plans for either line.

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