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GREEN GIANT LAUNCHES MAJOR PRINT ADVERTISING CAMPAIGN

 MINNEAPOLIS, Oct. 18 /PRNewswire/ -- With the tagli?er Eating Made Easy", Green Giant today launched an intensive print advertising campaign aimed at promoting its market-leading frozen vegetables.
 The new campaign, a return to print advertising after a two-year absence, will emphasize Green Giant's American Mixtures and Pasta Accent products, which combined accounted for over $100 million in sales last year. Print ads in leading national publications will tell readers about "rush hour recipes," easy and convenient ways to prepare meals with Green Giant products and repositioning these products as time- saving, nutritional staples in the daily menu.
 The advertising format features consecutive half-page spreads. A total of 30 books have been selected, beginning with November issues of Better Homes & Gardens, Family Circle, Good Housekeeping, McCalls, Woman's Day, and others.
 Green Giant says the print campaign will reach 85 percent of the target audience for these products.
 Green Giant will be supporting the print campaign with radio spots in three markets (New York, Boston, and Chicago) and with in-store demos.
 Green Giant is the world's leading vegetable brand, with a major presence in canned, frozen, and fresh categories. Growth in value-added vegetables has been significant lately.
 Pillsbury is part of the Food Sector of United Kingdom-based Grand Metropolitan PLC. Grand Metropolitan is one of the world's leading consumer goods companies, specializing in branded food and drinks businesses. GrandMet sales are in excess of $14 billion. Other U.S. subsidiaries include Burger King, Carillon Importers, Hagen-Dazs, Heublein, The Paddington Corporation and Pearle Inc.
 -0- 10/18/93
 /CONTACT: Terry Thompson of Pillsbury, 612-330-4768; or Dave Hakensen of Padilla Speer Beardsley, 612-871-8877, for Pillsbury/


CO: Green Giant; Pillsbury Company ST: Minnesota IN: FOD SU:

DS-AL -- MN006 -- 3263 10/18/93 10:04 EDT
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Publication:PR Newswire
Date:Oct 18, 1993
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