Branding In The Frozen Food Aisle: Van de Kamp's Shows How To Refresh A Brand.NEW YORK--(BUSINESS WIRE)--Nov. 11, 1999-- When Van de Kamp's - after over 40 years of making convenient, frozen dinners that please the whole family - wanted to better communicate the value of the Van de Kamp's brand, it came to Interbrand Gerstman+Meyers, brand identity and packaging adviser to such companies as Procter & Gamble, Kellogg's and General Motors, for help. Richard Gerstman, President of Interbrand Gerstman+Meyers, said, "Van de Kamp's, one of the most trusted names in its category, needs no introduction in the frozen food aisle. But the frozen fish stick and fish fillet fillet /fil·let/ (fil´et) 1. a loop, as of cord or tape, for making traction on the fetus. 2. in the nervous system, a long band of nerve fibers. fil·let n. 1. category is as competitive now as it ever has been, and Van de Kamp's wanted to update its brand identity while capitalizing on its brand strengths of longevity and consumer awareness." The result, he said, is an identity system that reflects the brand's positioning, has a stronger shelf presence and gives the consumer a contemporary and unique brand identity that portrays the brand as fun, fresh-tasting, and nutritious. Interbrand Gerstman+Meyers is the packaging and brand identity unit of Interbrand Group, part of Omnicom Group
The Omnicom Group (NYSE: OMC) is the world's largest advertising agency holding company in terms of revenue (and one of the big six Inc. (NYSE NYSE See: New York Stock Exchange : OMC OMC Organisation Mondiale du Commerce (French: WTO) OMC Organización Mundial del Comercio (Spanish: World Trade Organization) OMC Organização Mundial do Comércio ), which offers a comprehensive array of consulting services to assist in the creation, enhancement, maintenance and valuation of a company's most valuable assets - its brands. Founded in 1974, Interbrand has 24 offices in 16 countries around the world. Clients include AT&T, General Motors, Texaco, Procter & Gamble, Wal-Mart, Kellogg's and Pharmacia & Upjohn, among others. Van de Kamp's frozen seafood is a brand of Aurora Foods Inc., a leading producer and marketer of premium branded food products. Other brands in the portfolio include Mrs. Paul's(R) frozen seafood, Aunt Jemima Aunt Jemima is a trademark for pancake flour, syrup, and other breakfast foods. The trademark dates to 1893, although Aunt Jemima pancake mix debuted in 1889. The phrase "Aunt Jemima" is sometimes used as a female version of "Uncle Tom" to refer to a black woman who is perceived as (R) frozen breakfast products, Celeste Celeste is a woman's first name. Celeste may also refer to: in Music
The ISO 4217 currency code for Angolan Reajustado Kwanza. . For more information, please contact Lisa Marsala at 212-798-7646 or email at lmarsala@interbrandny.com. |
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