Salad Days For Marie’s Dressings

Dean Foods’ Brand Gets First Tatham Ads
CHICAGO–Dean Foods is putting money behind its recently acquired Marie’s salad dressings with a TV and print campaign from Euro RSCG Tatham here.
A 30-second spot, which was also cut in a 15-second version, broke last week in Buffalo and Rochester, N.Y., and in Baltimore and Washington, D.C.
Tatham, agency for Dean’s dairy products, picked up the Marie’s business when the Franklin Park, Ill.-based client bought the brand from Campbell Soup Co. in May 1997.
Tatham’s campaign, its first for the brand, attempts to reach consumers who are aware of Marie’s but may be missing it in the refrigerated produce area, according to Stewart Young, director of planning and research at the agency.
Both print work and the TV spot, which is backed by a whistled musical score, star rabbits. In the spot, the animals, munching away in a garden, twitch their noses as a Marie’s delivery truck arrives. Print work features idyllic acres of greenery, where the rabbits are having a picnic as the Marie’s truck sits nearby. “The fresher, the better,” is the tagline.
Spending on the test campaign will be less than $5 million. A national rollout based on the test’s success would begin in January, said Phil Dolci, a director of marketing at Dean’s.