Parkay 'Talking Tub' Spreads News Straight From The Shelf -- 30-Year-Old Icon Tells All To Shoppers Through Custom Audio Devices [Innovation of this nature is long overdue in the grocery industry ... not lookin' good!]
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Story Filed: Wednesday, May 29, 2002 7:56 AM EST
DOWNERS GROVE, Ill., May 29, 2002 /PRNewswire-FirstCall via COMTEX/ -- ConAgra Foods left the competition speechless today as it announced plans to revitalize the famed Parkay(R) "Talking Tub," which is set to appear in local supermarkets and TV advertising this summer. Parkay will unveil a new "Talking Tub" that interacts with shoppers from supermarket shelves with custom audio devices, spreading news about the brand and touting Parkay's longstanding tagline, "The flavor says 'butter.'"
On the heels of the successful launch of Parkay Fun Squeeze(TM), the first-ever colored buttery-flavored spread for kids, the new Parkay "Talking Tubs" will be the talk of the town, chatting to approximately 500 million consumers in stores nationwide from July 15 to August 11.
What will the tubs say? The custom audio device in display tubs will promote the "Find the Talking Tub" consumer instant win game saying, "The label says PARKAY
- the flavor says 'butter.' Find a real Talking Tub and you could be an instant
winner!"
The summer-long instant win game features approximately 15,000 specially marked 16-ounce tubs that contain audio chips under lids and announces winners. One specially marked tub will reveal a grand prize $10,000 dream kitchen winner, while additional prizes include novelty "talking" alarm clocks and key chains.
"Since 1973, Americans have shared a place at the dinner table with Parkay's 'Talking Tub,' a cultural icon featured in print and TV advertising," said Rich Scalise, president and chief operating officer of the Dairy Foods Group of ConAgra Foods, Inc. "Bringing this icon to life demonstrates our commitment to bringing excitement and innovation to the spreads category, proving that nobody says 'butter' better than Parkay."
Integrated Marketing and Advertising
To support the icon revival, Parkay will launch an integrated marketing program with national tactics including an advertising campaign, free standing insert, instant win game and in-store audio devices. The advertising campaign utilizes computer graphics imagery technology giving the "Talking Tub" speaking abilities and animated movements that show viewers a glimpse of its friendly "celebrity" personality.
The Parkay "Talking Tub," first introduced in TV advertising in 1973, was brought to life over the years by such celebrities as Laurel and Hardy (1982), Deacon Jones (1983), William Daniels (1990-91), Crystal Bernard (1997) and Al Franken (1999). Parkay, one of America's favorite and most trusted brands since 1937, is a brand of ConAgra Foods, Inc.
ConAgra Foods, Inc. (NYSE: CAG) is one of North America's largest packaged food companies, with a strong presence in consumer grocery as well as restaurant and foodservice establishments. ConAgra Foods' consumer brands include: Hunt's tomato products, Healthy Choice, Banquet meals, Armour meats, Bumble Bee tuna, Louis Kemp seafood, La Choy, Chun King, Lunch Makers, Knott's Berry Farm, Wesson, Country Pride, Blue Bonnet, Kid Cuisine, Parkay, Reddi- wip, Cook's ham, Butterball, Act II, Slim Jim, Eckrich, Chef Boyardee, Orville Redenbacher's, PAM cooking spray, Snack Pack puddings, Van Camp's, Peter Pan, Hebrew National, Gulden's mustard, Pemmican jerky, Swift Brown 'N Serve Sausages, Swiss Miss, and many others. For more information, please visit us at www.conagrafoods.com .
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SOURCE ConAgra Foods, Inc.
CONTACT: Rachel Wilkins of Dome Communications for ConAgra Foods, Inc.,
+1-312-467-0760 ext. 236
URL:
conagrafoods.com
Copyright © 2002, PR Newswire, all rights reserved.
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