Food Processing - January 2008 - (Page 12)

NEWS BITES •A DV E R TI SI N G• ‘Gorilla’ marketing buoys Cadbury Dairy Milk effort MARKETING EXPERTS ARE ANAlyzing how much the “viral” spread of a drum-playing gorilla TV ad in the UK contributed to the successful marketing of Cadbury’s Dairy Milk chocolate bar. Cadbury reportedly spent 6 million pounds (about $12 million) on the campaign, launched Aug. 31, but received immeasurable additional exposure as people e-mailed the ad to each other, watched it on YouTube and made their own spoofs of it. In addition to the pure entertainment value, viewers wondered whether the gorilla was real, mechanical or someone in a monkey suit, and there even were rumors that it was rock drummer Phil Collins, whose music was the backdrop of the ad. European and Australian news programs covered the video as a news story. “Does it provide lessons for companies still grappling with how to turn the Internet into a tool for the more subtle art of building consumer brands?” asked the Financial Times. Cadbury ofﬁcials in mid-December said confectionery sales in the UK (as well as the U.S.) were increasing so well they raised their guidance to investors for full-year 2007. CEO Todd Stitzer singled out the “hugely successful gorilla ad,” as well as the relaunch of the Wispa chocolate brand. To see it, go to YouTube.com and search for “Cadbury gorilla.” OzOne. It’s elementary. Successful ozone systems require four basic elements: feed gas preparation, ozone generation, mass transfer, and control. As one of the oldest and most experienced firms in industrial ozone, Pacific Ozone optimizes these elements in complete, integrated ozone systems that meet the unique requirements of your process and application. Ozone is elementary, when you choose the right partner. BRIEFS Cargill Inc., Wayzata, Minn., which has emphasized high-volume commodity foods rather than brands, is ratcheting up a ground beef branding effort begun last year. Cargill in mid-2007 launched Meadowlands Farms ground beef to markets near plants in Milwaukee, Fresno, Calif., and Wyalusing, Pa., reports The Business Journal of Milwaukee. Now, some 500 grocery stores in the Northeast, West Coast and Upper Midwest have signed on to carry the brand, which features a variety of lean ratings. In addition to the 1-lb. trays for retail, 10-lb. chubs are being marketed commercially as well. Spain’s Ebro Puleva announced in January it is closing its Riviana Foods rice plant in Houston and building a new one in Memphis, Tenn. The Houston closing, which will idle 250, will coincide with start-up of the Memphis plant, which is to break ground this year but is not expected to be fully operational until 2010. WWW.FOODPROCESSING.COM (707) 747-9600 www.PacificOzone.com Complete Integrated Solutions. Single Trusted Source. http://YouTube.com http://www.PacificOzone.com http://www.PacificOzone.com http://www.FOODPROCESSING.com

Table of Contents Feed for the Digital Edition of Food Processing - January 2008

Food Processing - January 2008 Contents Editor's Plate NewsBites The Trends Rollout Food Biz Kids Product Spotlight Seventh Annual Manufacturing Trends Surbey Product Development Ingredients Plant Operations Plant Operations & Packaging New Supplier Products Toops Scoops

Food Processing - January 2008

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