• Adweek, Tuesday, September 14, 2010 10:31 AM

In its first major effort since the death of its namesake in 2008, Newman's Own is repositioning with the line, "Let the food speak for itself" and the national launch of its "Thin & Crispy" frozen pizza line.

Eleftheria Parpis reports ads include "quotes" from the food and its ingredients. One print effort shows a pizza saying, "My only preservative is your freezer." A banner ad prompts consumers to "just ask the pizza" about its all-natural ingredients. The crust, when rolled over by one's cursor, says: "I stretch, I crunch ... I have to work hard to be this thin."

The playful tone is in keeping with Newman's tradition of no-frills marketing. "It's the food talking -- but it's Paul's voice as well," Parpis quotes Peter McGuinness, CEO of Gotham, Newman's lead agency, as saying. The tone is meant to convey "charm, confidence and a bit of irreverence," he said.

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