Syrup brand Mrs. Butterworth is trying a comeback with a new ad campaign, its second in a year after a long lull. The effort for the butter-flavored syrup includes TV spots and a new Web site with an
interactive game and online contest. Parent Pinnacle Foods, launched the brand's first new campaign in April of last year -- after a 10-year hiatus -- and the goal is to get the name back into the
marketplace.
According to Andy Reichgut, vice president of marketing at Pinnacle, the brand crosses generations and is so well-known that "all we had to do was bring it back and sales
have responded positively." The target, he adds, is mothers and children. "The ads are designed to introduce the talking Mrs. Butterworth bottle to a new generation of kids, and remind parents how
Mrs. Butterworth makes breakfast fun," says Reichgut said.
TV spots break this week on cable channels with the buy focused on stations that appeal to women.
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