- Adweek, Thursday, January 11, 2007 11:30 AM
ConAgra is rolling out a new campaign for Orville Redenbacher gourmet popcorn that features a digital re-creation of the brand's founder more than 10 years after he died. The effort, from Crispin
Porter + Bogusky, will premiere on the Golden Globe Awards broadcast next week.
For the last year or so, the company has periodically been running a classic commercial from 1976 that has
Redenbacher challenging the audience to compare his product with others, promising they will "taste the difference or my name isn't Orville Redenbacher."
The only addition the agency made
to that 30-year-old spot was the final product shot of microwave popcorn and the brand's Web address. ConAgra spent about $20 million behind the brand through November, according to Nielsen
Monitor-Plus.
advertisement
advertisement
Read the whole story at Adweek »