Archive for Friday, May 21, 1999


May 21, 1999


Heinz Pet Products will unveil a national media campaign Monday to sell its new Kibbles 'n Bits 'n Beefy Bits dog food.

The product is made at the Heinz Pet Products plant in Lawrence.

The new ad is called "The Champ." It's a 30-second television spot featuring a pug who acts as a trainer "beefing up" his boxer friend, the "Champ," with the help of Kibbles 'n Bits 'n Beefy Bits Dog Food.

"Kibbles 'n Bits appeals to dog owners who want to provide a unique feeding experience for their dogs," said Peter Bowen, Heinz Pet Products president and chief executive officer. "Kibbles 'n Bits advertising also strongly appeals to these dog owners because it places dogs in fun, entertaining 'real life' situations to which they can relate and in which Kibbles 'n Bits is the hero."

The new ad was developed by J. Walter Thompson/Chicago in keeping with the series of Kibbles 'n Bits television commercials.

The Kibbles 'n Bits line was introduced in 1981 and includes Kibbles 'n Bits 'n Bits 'n Bits, Kibbles 'n Bits Lean, Kibbles 'n Bits Bac'n Cheez, and Kibbles 'n Bits Puppy.

Also Monday, Charlie the Tuna will start making a comeback.

Heinz's StarKist Seafood unit plans to bring Charlie back to television screens, marking the character's first appearance in a national advertising campaign in nearly 10 years.

The animated fish will appear in an ad for StarKist's Solid White Albacore tuna. He urges a courtroom jury of "consumers" to judge for themselves the quality of the product. The "jury" retires to deliberate and munch tuna sandwiches, then returns to court to ask for more evidence.

Heinz employs about 165 people at its Lawrence pet food plant. A Heinz plant in Topeka employs about 130 people.

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