Vlasic Foods International Inc.: Perfect Pickle campaign

Mariko Fujinaka

Vlasic Foods Inc. (after 1998 Vlasic Foods International Inc.), a division of Campbell Soup Co.

Vlasic Foods International Inc.: Perfect Pickle campaign

Mariko Fujinaka

Overview

Vlasic Foods Inc. (after 1998 Vlasic Foods International Inc.), a division of Campbell Soup Co. since 1979, sold pickles, relishes, and other condiments. Vlasic, the top-selling pickle in the United States, was the only nationally available brand throughout the 1990s. Despite the company's dominance, Vlasic had only moderate growth in the early part of the decade. Looking to jump-start its sales and create enthusiasm in the $550 million pickle market, Vlasic planned to introduce innovative new pickle products. The company also took its estimated $6 million annual advertising budget from...

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