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Reynolds Targets Freezer Enthusiasts With New Wrap

  • Brandweek, Wednesday, October 31, 2007 10:45 AM

Reynolds is introducing Handi-Vac Vacuum Sealer--a $9.99 portable device that reduces freezer burn by vacuum sealing foods for storage or freezing--with its largest launch ever via TV, Internet, print, and FSIs. But its "Fight freezer burn tour" could be a secret weapon, says Michael Curtin, vice president-innovation, Alcoa Consumer Products. He expects that in-store demos will "create excitement."

"We are targeting "freezer enthusiasts," not a typical demographic," says Curtin. He defines them as "people who really use their freezers because they like to have food on hand."

TV spots feature Pat and Betty, the popular spokespersons for Reynolds products. They show consumers how to eliminate freezer burn and the problems of "mystery meats." Handi-Vac products are rolling out now to mass retailers and grocery chains nationwide. It will be available in more than 30,000 retail outlets by year's-end.



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