After getting hammered earlier this decade when Atkins dieters shunned pasta, sales of pasta sauce are simmering. Prego sales fell for three consecutive years before edging
up last year by 1.4% to $250.4 million, according to Information Resources Inc.
Campbell's new campaign aims to bring attention to Prego specifically, not the entire category. It previously emphasized general benefits, such as "bringing the family to the table," says Kelly Berrie, Campbell's senior brand manager for Prego. When Prego advertised heavily, it lifted sales for all brands.