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New Bick's Pickle campaign begins

The J.M. Smucker Co. has begun a new campaign for its Bick's Pickle product line, encouraging consumers to put pickles on their burgers this summer. The campaign, called "Help Find this Bick's Pickle a Burger," was developed by Leo Burnett. It focuses on a website at containing videos, a hotline and other trappings intended to resemble a telethon in support of pickles without burgers. The campaign also includes in-store materials produced by Commix, as well as national online advertising, street posters in Toronto and print ads in 24hrs and TheGrid. Media planning was handled by Mindshare. In addition, the company has developed a series of recipes in association with chef Matt Basile. Media and public relations are being conducted by Environics.

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