Mullen Goes With the Grain

BOSTON Mullen has unveiled new executions in its ongoing $3 million campaign for the Grain Foods Foundation, a national trade association.

The work introduces “America’s Healthy Sandwich Showdown” and asks consumers to nominate their favorite sandwich at grainpower.org.

Print ads retain the “Bread. It’s essential” positioning introduced three years ago and will run in fall issues of Meredith magazines such as Family Circle, Fitness and Ladies’ Home Journal. Banners on AOL and sites affiliated with those magazines are also in the mix.

Point-of-sale displays appear in 2,500 Kroger’s grocery stores nationwide.

There’s also a contest offering the chance to win trip to the “birthplace of the sandwich” in Kent, England.

The campaign kicked off in 2004 with posters and other materials in doctors’ offices and health clubs, as well as a video that played on the Jumbotron in New York’s Times Square.

The effort is updated each year as fall approaches because November is National Bread Month. The goal is to promote the health benefits of bread and combat the anti-carbohydrates movement.

Wenham, Mass.-based Mullen, a unit of Interpublic Group, traded on its grain category prowess to some extent earlier this month when it added the Richmond Heights, Mo.-based Panera Bread account from TBWA\Chiat\Day without a review. [Adweek Online, Aug. 15].

The Panera chain operates 900 restaurants in 35 states. The client last year spent $3 million in measured media, though it had already matched that figure through the first half of 2006, per Nielsen Monitor-Plus.