Sofina Foods has begun a campaign in support of its Fletcher's Ultimate Smokies line of sausages. The campaign features chef Rodney Bowers and encourages consumers to give up hamburgers during the summer and "stand up for sausages." The initiative consists of media relations, a contest component and online advertising. The campaign also includes a collection of recipes created by Bowers. The winner of the contest, which will run at <http://www.smokielover.ca> until Aug. 15, will receive a grilling lesson from Bowers, a Napoleon barbecue and a supply of sausages. The campaign was developed by H&K Strategies of Toronto. "Launching Fletcher's Smoked Sausages we wanted to create a campaign that is as fun as the product is to eat," said Kathy Whidden, vice-president of marketing at Sofina Foods. "We're working with Rodney Bowers, who epitomizes the brand, and through the combination of media relations and a consumer contest we're able to reach our target market on multiple levels."