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Can do attitude.

THE CAN MANUFACTURERS INSTITUTE (CMI) IS ROLLING OUT CANS GET YOU COOKING--an ongoing campaign launching this month in conjunction with National Canned Foods Month. The campaign is designed to increase awareness of the superior benefits of canned foods.

Sponsored by three major can manufacturers--Silgan Containers, Ball Corp. and Crown Holdings--the multi-year campaign will incorporate a national television sponsorship on ABC's The Chew, national media outreach and events, and retail promotional support with customizable assets.

"First and foremost there is a trust by consumers of this 'iron clad technology and because there are so many new types of packaging out there it is important to remind people of the container that provides that tasty, nutritious affordable food and makes it easy for time-starved moms to get dinner on the table," says Sherrie Rosenblatt, vice president of marketing and communications at Washington, D.C.-based CMI.

"Our social media phase with Facebook and Pinterest has already been launched, and in February once a week The Chew will have segments talking about the benefits of including canned foods in the diet," adds Rosenblatt. "Beyond February we will continue to do our traditional earned media outreach, and we'll always have our social media outreach through Facebook and Pinterest. We'll have You Tube interviews with spokespersons and we'll be having another major media outreach effort in September with back-to-school."

There will also be a retail component. "Each individual retail and CPG company will customize this as they deem appropriate based on their desires," Rosenblatt says.

For more information, visit or contact Rich Tittermary at (513) 607-5073 or
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Title Annotation:TRADE TALK
Author:Turcsik, Richard
Publication:Grocery Headquarters
Date:Feb 1, 2013
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