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ConAgra Foods readies new Pam campaign

ConAgra Foods Canada will begin a new marketing campaign this month for Pam cooking spray. The print and television ads will promote the health benefits of using the product instead of vegetable oil or butter. The print ads will run in Canadian Living, Homemakers and Canadian Home and Country magazines. The two-page ads describe how using Pam affects the nutritional value of a meal. One page depicts a plate of food cooked with Pam, while the other page shows the same plate of food cooked with vegetable oil. On the reverse of the second page, the oil will appear to have soaked through the page to discolour the editorial. According to the company, this will be the first time this technique has been used in Canadian magazines. The print campaign is being managed by Starcom. The television commercials, created by Leo Burnett, use the same theme of comparing the fat content of a dish cooked with Pam or vegetable oil. The ads will air on Bravo, Global, CTV, Food Network, Star and CH Television.

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