BORDEN GIVING AWAY TONS OF PASTA
By Adnews Staff
Borden Foods Canada is sending full-size packages of its Catelli Healthy Harvest Whole Wheat Spaghetti to 600,000 households in Montreal, Quebec City, Sherbrooke and Trois-Rivières. The Toronto-based food company launched the Quebec promotion this week. The giant sampling push is backed by radio and point-of-purchase advertising and public relations. The radio spots, which were created by Cossette Communication-Marketing in Montreal, encourage consumers to try the new pasta. The direct mail sampling was handled by Netmedia Enterprises of Toronto, while Blitz Direct of Montreal created the point-of-purchase materials. Brinsco Communications of Toronto is doing the PR. Borden may roll out the campaign to other provinces but will wait to see how it does in Quebec first.