Sugar campaign planned
multi-million dollar campaign to combat the negative press sugar
has had in recent years.
The organisation has hired Marriner Marketing Communications to develop its sugar advertising campaign. Spokesperson Melanie Miller said it would be be tested in St. Louis and Cincinnati in May before a possible broader rollout.
However, she said it was still too early to say what would be the key messages and audience of the campaign.
Miller said the trade group will spend $3 million to $5 million on the effort, with funding from the sugar beet side of the industry.
"We are confident that our selection of Marriner will help us to reverse the impact of sugar bashing brought on by the low-carb craze and fueled by manufacturers of artificial sweeteners," Brandweek.com quoted Andy Briscoe, CEO of the Sugar Association, saying in a statement.
