This Brand Doesn’t Mind Being in the Soup

By STUART ELLIOTT – Published: March 8, 2010

Kraft Foods is emblematic of the trend, as the company brings out new campaigns for its older products, redesigns their packages and freshens them up with line extensions and new flavors. There have been numerous changes in the agency assignments for those brands, too, as Kraft shuffles creative accounts.

And this week, another Nabisco product, Triscuit, will introduce a campaign by Euro RSCG New York that encourages consumers to consider home farming. “When you plant a seed, you grow a movement,” the headline of a print advertisement asserts.

A section of the Triscuit Web site is being devoted to information about home farming and an organization, Urban Farming. There will be grants for sustainability programs through Future Farmers of America.

And four million Triscuit packages will include cards of basil and dill seeds, which can be planted at home for herb gardens. (more…)


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