Vlasic® Stork Unveils New Look in Multi-Platform Marketing Campaign

Updated Stork Icon Delivers

May 28, 2010, 10:35 ET from Pinnacle Foods Group LLC.

MOUNTAIN LAKES, N.J., May 28 /PRNewswire/ -- The opening sentence of the April 2010 Newsweek article "Brand New" reads, "Nothing lasts forever—but some treasured brands make it pretty far." At the age of 68, Vlasic® Pickles is one of those brands, continuing its reign over condiment aisles and beyond as America's favorite pickle. The brand's success is due to many things, smart marketing and a superior product among them. At the top of that list is the brand's beloved spokesperson and an American Icon, the Vlasic Stork, whose contemporized new look was revealed with the break of a new advertising campaign this week.

To uphold the iconic status the Vlasic Stork has achieved, the marketing team at Vlasic has refreshed the character to adapt to changing times. With his svelte new three dimensional look, created in partnership with advertising agency Merkley + Partners and top animation company, Passion Pictures, the Vlasic Stork will now live in the environment around him, interacting with people in a more relative way and carrying a slightly younger attitude. While his look has been updated, the Stork's trademark Groucho Marx personality for which he is recognized is still very apparent.

"The reason Vlasic is the number one brand of pickles is because of the connection we've established with consumers over many years," said Eric Hintz, VP of Marketing. "People have developed not only a love for our product, but an emotional connection with the Stork. The Vlasic Stork now embodies the brand in a contemporary and relevant way, while retaining the characteristics that people have come to know and love."

The Stork-centered campaign is grounded on consumer behavior uncovered by the marketing team at Vlasic. , the campaign introduces a new tagline—"Taste What a Vlasic Can Do"—to illustrate how pickles improve any occasion. All of the messaging is delivered by the Vlasic Stork, who offers new ideas and new usages, making pickles more top of mind. The fully integrated marketing campaign is comprised of :15 and :10 television spots, print advertising and various digital components including a microsite, pre-roll advertising, web banner ads and social media. The digital and TV elements of the new creative launched on May 24th and print insertions will debut in July magazine issues. This multi-million dollar campaign is by far the biggest yet, with a 20% spending increase up from the last campaign.

The introduction of the Stork as Vlasic's advertising character came about in the late 1960's when the brand's first television advertising campaign launched. Because folklore at the time held that pregnant women craved pickles, Vlasic marketed itself as "the pickle pregnant women crave." In the decades since that first campaign aired, pickles have become so much more than that, embraced not only as a snack but also as a unique food that enhances any eating experience.

"The creative focuses on new ways to think about, and ultimately consume pickles—a food that everyone loves and finds refreshing, even fun and mood-lifting," said Alex Gellert, CEO/Partner, Merkley + Partners. "The made-over Stork will be revealed not only through traditional advertising, but also via new Facebook™ and Twitter™ pages, both of which began to establish a fan base prior to the campaign break."

Visitors of the digital microsite, Tastewhatavlasiccando.com, will be able to choose from different occasions for which the Vlasic Stork will provide ideas, tips and usages. The Stork welcomes each visitor by asking them to select an occasion to "see what a pickle can do to make your life practically perfect."

Vlasic also takes a three-fold approach to further support the campaign and connect with consumers directly. First, by aligning with celebrity Chef Kevin Roberts Vlasic is ensuring that recipes are created on an ongoing basis to offer consumers meal ideas for various occasions. Secondly, the brand will nationally launch the "What Does a Vlasic Do for You?" contest, which allows them to take a direct pulse on how people across America are consuming pickles in different ways. Finally, in its third year of cross-country "Crunch-Offs," Vlasic is providing consumers with an opportunity to interact with the Stork in person, while distributing recipe booklets and offering a fun, unique way to sample product. For more information on Vlasic Pickles, log onto www.vlasic.com.

About Vlasic® Pickles

Vlasic® pickles—America's favorite pickles—offer great flavor and are low in calories with no fat. Always crunchy and juicy, Vlasic pickles are available in nine key segments including Kosher Dill Spears, Bread and Butter Chips, Ovals, Sweet Gherkins, Large and Small Whole Dills, Stackers, Relish and Peppers. Look for the familiar Stork character on the jar in supermarkets near you. For more information on Vlasic pickles, log onto www.vlasic.com.  

About Pinnacle Foods Group LLC.

Millions of times a day in over 80% of American households, consumers reach for Pinnacle Foods brands.  We are a leading producer, marketer and distributor of high-quality branded food products, many of whom have been trusted household names for decades.  Headquartered in Mountain Lakes, NJ, our $2.6B business employs more than 4,500 people in 19 sites around North America. We are a leader in the dry and frozen foods segments and our brands hold the #1 or #2 market position in 9 out of 12 major category segments in which they compete. Our dry foods brands consists primarily of Armour® canned meats, Bernstein's® and Nalley® salad dressings, Comstock® and Wilderness® delicious pie fillings and toppings, Duncan Hines® baking mixes and frostings, Log Cabin® syrups, Nalley® and Brooks® chili and chili ingredients, Mrs. Butterworth's® syrups and pancake mixes and Open Pit® barbecue sauces, snacks from Tim's Cascade Snacks®, Snyder of Berlin® and Husman®, and Vlasic® pickles, peppers and relish. The frozen foods brands consists primarily of Aunt Jemima® frozen breakfasts, Birds Eye®, Birds Eye Steamfresh®, Birds Eye Voila!®, Celeste® frozen pizza, C&W® (California & Washington) and McKenzie's®, Freshlike®, Lender's® bagels, Swanson® and Hungry-Man® frozen dinners and entrees, Van de Kamp's® and Mrs. Paul's® frozen seafood, and Birds Eye Fresh®, a premium line of fresh vegetables.  

SOURCE Pinnacle Foods Group LLC.