ConAgra shifts its emphasis to brand-building ; Hebrew National $8 mil push part of non-commodity growth plan.(ConAgra Foods Inc.)(Brief Article)

Advertising Age, May, 2002 by Thompson, Stephanie

The launch this week of an $8 million TV campaign for Hebrew National is just one of ConAgra Foods' initiatives in its journey to become a brand marketer vs. a commodity broker. The effort, from Grey Global Group's Grey Worldwide, New York, is part of a roughly 50% increase in marketing spending for the hot dog brand that, like its owner, is relatively small but primed for growth.

With the sale of its fresh beef and pork businesses said to be imminent, and a more brand-focused management team in place, Con- Agra will concentrate its efforts over the next year on building its roster of convenient meals under the Hebrew National, Armour and Butterball banners, among others. Another area of focus will be in snacks, with new products such as Hunt's Snack Packs...

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