IRVINE, CA: ConAgra Foods has launched a major PR push for its new Hunt's Perfect Squeeze ketchup bottle, with the help of Chicago firm Dome Communications.
The effort includes an SMT, audio and written press releases, press kits that include samples of the product, b-roll of people using the bottle, and demonstrations of the bottle at eight events in the South and Southwest through October. The campaign is targeting state fairs and sports events for demos and sampling.
PR is being used as part of a marketing push that includes free-standing newspaper ad inserts and in-store promotional materials.
ConAgra spent two years developing its new Easy Grip bottle for Hunt's Perfect Squeeze ketchup. Hunt's announced the product in May, beating a similar announcement from rival Heinz by nine hours.