Hunt's Revitalizes Ad Efforts Behind Tomatoes

Hunt-Wesson is ad-vertising its canned tomatoes for the first time in more than a decade with a $20 million effort from Euro RSCG Tatham.

Two TV spots tagged “Sealed with a kiss” broke last week, and print ads are set for November is-sues of People and TV Guide and January editions of Cooking Light, La-dies Home Journal and Good Housekeeping, a representative for the Fullerton, Calif.-based division of ConAgra said.

The $20 million outlay is more than has been spent on Hunt’s tomatoes in the past ten years and is part of a “revitalization” plan for the brand that includes new packaging, graphics and recipes on the cans.

TV spots by Tatham, Chicago, show tomatoes as a comfort food.