Advertising Industry
Industry: Email Alert RSS FeedBeef makers put freeze on ads for butcher aisle; After hefty outlays, Tyson, others shelve nat'l branding plans.(News)(Brief Article)
Advertising Age, September, 2002 by Thompson, Stephanie
Byline: STEPHANIE THOMPSON
A supermarket aisle that held great promise for major food marketers as an untapped branding opportunity, the butcher's case, is being abandoned-at least for the short term-by beef producers who invested heavily this year to promote nationally branded fresh meats.
Tyson Foods last week announced it would withdraw the Thomas E. Wilson brand it had tested in Wal-Mart Stores in favor of unbranded beef. The $25 million Armour Fresh Meat project awarded last year to Cramer-Krasselt, Chicago, is on hold while ConAgra Foods finalizes the sale of its fresh-meat business to an investment firm. And Hormel Foods-still expected to sign its joint-venture deal to brand fresh beef with large-scale producer Cargill-plans to develop...
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