Borden grabs Golin for its six-figure pasta PR push

COLUMBUS, OH: Borden Foods has picked Golin/Harris over a pair of multinationals for a six-figure PR campaign.

COLUMBUS, OH: Borden Foods has picked Golin/Harris over a pair of multinationals for a six-figure PR campaign.

COLUMBUS, OH: Borden Foods has picked Golin/Harris over a pair of

multinationals for a six-figure PR campaign.



Golin bested Fleishman-Hillard and Porter Novelli, the only other firms

that had been invited to pitch for the business last year. The account

is for Borden’s new Pasta Anytime product.



According to director of corporate communications Lynn Anderson, Golin’s

work for clients such as Pillsbury and Haagen-Dazs impressed the

company, as did the firm’s understanding of the prepared meals food

category. Anderson also noted Golin’s receptiveness to having results

measured in terms of sales and media coverage.



PR work has already begun in the 11 markets where Pasta Anytime is now

available, though final plans for national PR are still being

finalized.



Borden expects to have the product available nationally by late May or

early June. Anderson expects that the rollout PR will include

traditional media relations as well as event work that encourages

sampling.



While a final PR budget has yet to be determined, Anderson confirmed it

will definitely be in the sub-dollars 500,000, six-figure range. Borden

will spend dollars 14 million on ads, which won’t appear until

April.



Borden is banking heavily on Pasta Anytime, hoping that it will anchor a

line of prepared products. The Pasta Anytime offerings are shelf-stable

meals packaged in microwavable trays, each of which contains one pouch

with precooked pasta and another with a sauce.



Borden’s main products are Classico pasta sauce and the Prince and

Creamette lines of macaroni. The company no longer owns the dairy that

produces Borden-branded milk products, however.



The account will be based out of Golin’s flagship Chicago office. VP

Patti Tobin will oversee the four-person account team.



Borden Foods netted sales of dollars 547.9 million in 1999.



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