CAMDEN, N.J.–(BUSINESS WIRE)–Jan. 14, 2008–After celebrating the 60th anniversary of “Pace” picante sauce in 2007, it seemed only fitting that Campbell Soup Company (NYSE:CPB) should launch a new campaign for its “Pace” salsa brand in 2008 that promotes both its established picante and salsa products as well as a new line of five specialty salsas, which debut nationally this month. The tagline “Pace. Made Right Since 1947″(TM) celebrates the authentic craftsmanship that has been the hallmark of how “Pace” salsas have been made since they were first formulated by David Pace over 60 years ago in San Antonio, Texas.
The new campaign for “Pace” salsas was developed following an exhaustive integrated-agency immersion into the brand, its consumers and its unique heritage. Inspired by observations from the pepper fields where Campbell sources its ingredients to the production of the “Pace” salsa in Paris, Texas, the agency partners developed a campaign that utilizes a similar handcrafted look, sound and feel across all creative elements in order to emphasize the craftsmanship that goes into every bottle of “Pace” salsa.
“Most of the advertising in the salsa category focuses on dipping occasions and social settings,” said Greg Dolan, Senior Brand Manager, “Pace” salsa. “But, we heard from our consumers that salsa isn’t just for dipping. It has much broader usage and plays a larger role in their lives. David Pace understood this when he created the original picante sauce recipe in 1947 and we think our new advertising appropriately reflects the authentic, high-quality product he created.”
In 1991, just two years before David Pace passed away, salsa overtook ketchup as America’s favorite condiment. Campbell acquired Pace Foods in 1995.
During the new campaign’s development process, cross-functional agency partners were given the opportunity to work closely with members of the Campbell product development, agricultural procurement, production and culinary teams to better appreciate the complete scope of the “Pace” business. “We went into the pepper fields and were blown away by the passion that each grower has for the ‘Pace’ brand,” said James Caparimo, Executive Creative Director, Y&R – New York.
“We wanted to keep the integrity of craftsmanship in both the spirit and letter of the work. So, the artist we selected for the print, Bruce Licher, is an artisan who uses a hand-run letterpress; our commercial director, Iain Mackenzie, is his own cinematographer and is known for gorgeous visuals; and the voiceover was done by country music star Guy Clark (www.guyclark.com), who also makes his own guitars,” Caparimo added.
In addition to the advertising developed for TV and print by Y&R, the extensive campaign includes a new website and on-line advertising created by G2 Communications (New York) and complementary promotional materials by Marketing Drive (Norwalk, CT). Media Edge:cia (New York) handles media planning and placement. MECi (New York) handles on-line media planning and placement. Public Relations are handled by Dublin & Associates (San Antonio, TX).
Today, “Pace” picante sauce and chunky salsa continue to be produced in Texas and remains the best selling brand in the Mexican sauce category. Americans consume nearly 170 million pounds of “Pace” salsas each year and one-quarter of U.S. households have a bottle of “Pace” picante sauce or chunky salsa in their homes.
For more information about “Pace” picante and chunky salsa products, go to www.pacefoods.com.
"Pace" Advertising Campaign Elements: -- TV (30s and 15s) -- Print (Newspaper and Magazines) -- On-Line advertising -- Website -- Promotions/FSI
New “Pace” Varieties — Suggested Retail Price: $3.29 for 16 oz bottle
1. Tequila Lime Salsa - featuring real tequila from blue agave 2. Triple Pepper Salsa - featuring blazing green chili serrano and guajillo peppers 3. Salsa Verde - featuring hand-picked jalapenos and tomatillos 4. Pico De Gallo - featuring fresh jalapenos and onions 5. Mexican Four Cheese salsa con queso - featuring Monterey Jack, Cheddar, Asadero and queso blanco cheeses
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high quality foods and simple meals, including soup, baked snacks, vegetable-based beverages, and premium chocolate products, with annual revenues in excess of $7.8 billion. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8,” and “Godiva.” For more information on the company, visit Campbell’s website at www.campbellsoup.com.
MULTIMEDIA AVAILABLE: https://www.businesswire.com/cgi-bin/mmg.cgi?eid=5583712 CONTACT: Campbell Soup Company John W. Faulkner (856) 342-3738 or Dublin & Associates Mary Uhlig (210) 227-0221 SOURCE: Campbell Soup Company