DARE COOKIES BACK ON TV
By Adnews Staff
Dare Foods of Kitchener, Ont. is preparing to run its first ad campaign in a long time for cookies. The company will launch an Ontario TV campaign for the treats next week. Three 30-second spots were created by Stringer, Veroni, Ketchum of Toronto. They target adults because that's who buys the cookies, agency president Clive Veroni told Adnews yesterday. Late last year the cookies were put into new packages, designed to evoke different moods suitable to the contents. For example, the French Creme packaging looks like an impressionist painting of a French cafe. The Maple Walnut package shows a picture of maple syrup being tapped from a tree. There are 12 flavors in the line. The old yellow Dare packages had a picture of a cookie and two Dare bears. The new packages were designed by Marovino & Associates of Toronto. This is the first time Dare has advertised its cookies in "many, many years," Veroni said. It is doing so as part of a product relaunch which began with the new packaging.