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Packaged Goods Brands Rethink Holiday Campaigns

More than half of the respondents to a survey released this week by the SymphonyIRI Group, a research company, said they were eating out less often. Consumers said they were pessimistic enough about the economy to also take steps like serving less expensive meals at home and forgoing groceries they deem nonessential.

“We do know what’s happening in America’s kitchens,” said Mark Addicks, chief marketing officer at General Mills in Golden Valley, Minn., whose brands include Betty Crocker, Big G cereals, Gold Medal, Green Giant, Pillsbury and Yoplait.

To bolster the Betty Crocker brand, General Mills is stepping up its presence online: at bettycrocker.com; in social media like Facebook, Twitter and YouTube; and on mobile devices, with apps and a mobile Web site, at m.bettycrocker.com.

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