• by Nina Lentini  @Nina_Lentini, August 10, 2007

Two decades ago, when ConAgra came up with the alliterative tagline, "Picky people pick Peter Pan peanut butter, it's the peanut butter picky people pick," it was no doubt trying to convey the high quality not only of its brand but of its consumers.

Now, the company is targeting a similarly picky group of consumers: those who don't wish to be sickened by its Peter Pan peanut butter, as happened earlier this year.

ConAgra is launching an integrated direct-to-consumer campaign to reassure consumers that it has fixed the salmonella problem. With new packaging, a 100% guarantee, a new web site, discount coupons as well as free offers and an upcoming full page in a free-standing insert, ConAgra is announcing that Peter Pan is back.

The product will begin appearing on store shelves this month. The Omaha, Neb.-based company recalled all its peanut butter in February when investigators established a link between a bacteria outbreak and its peanut butter.

Stephanie Moritz, a ConAgra spokesperson, tells Marketing Daily the company feels "very strongly the direct-to-consumer response is the best approach" to win consumers back.

The 100% guarantee "is something consumers do want to see," she says. "It's a compelling claim. It's overt: We stand behind our brand."

Moritz says ConAgra has heard from two million consumers since the recall and will be sending them all a coupon for a free jar. Those consumers will be invited to go online and invite up to three family members or friends to get coupons for $1 off.

"This is an opportunity we have to go directly to the consumer, have some interaction and obtain their trust and confidence," she says.

The new packaging varies slightly from the old. The jar is less tapered and the 100% guarantee as well as the phrase "New Look!" appear to each side of the brand's name. Still, Moritz calls the changes significant.

"It was important to have a brand new look," she says. "And right on the label, front and center, we are communicating the 100% guarantee. We also call out our new look."

But at least one packaging expert demurs. Gary Grossman, president of IDI, the company behind "IdeaStorm," says the packaging changes aren't enough.

"Wouldn't it be great if the product packaging now increased fun of use?" he asked, rhetorically. "If they made it more convenient or if they made it easier for a toddler to make his own peanut butter and jelly sandwich. It's a kids product, for heaven's sake. Add some delight!"

Peter Pan competes against J.M. Smucker's Jif and Unilever's Skippy brands. Last year, according to Nielsen Monitor-Plus, ConAgra spent just $137,000 marketing Peter Pan peanut butter through coupons in FSIs.

ConAgra owns dozens of brands familiar to consumers, including Chef Boyardee, Healthy Choice, Hebrew National and Orville Redenbacher. The company's lead ad agency is Grey Worldwide, N.Y.