CAG ConAgra Brands Inc

As more Americans view kosher as 'new organic,' brand moves to satisfy growing consumer demand for premium kosher all-beef franks as standard of quality & taste In the beginning there was kosher, and the food it certified was good. Though its mission and meaning--literally "fit to eat"--date back more than 3,000 years, kosher's commitment to food quality standards and pure ingredients has never been more relevant to consumers. Today, the appeal of kosher quality, especially for moms, is going mainstream with a passion. Indeed, for many Americans, kosher is the "new organic." This summer, with research confirming it growing appeal and relevance, Hebrew National(R) is launching a major marketing campaign to satisfy surging demand for its premium kosher all-beef franks among mainstream American shoppers, who are discovering anew kosher's value as a "trustmark" for great-tasting, good-for-you, quality food. The new campaign was bolstered by a recent national survey, commissioned by ConAgra Foods, that found consumers consider "kosher" one of the top eight seals, standards and symbols they consider as signs of quality foods. Moms in particular pay close attention to the quality of foods while shopping for their families and look to these "trustmarks" to help identify their best food choice, especially when it comes to meat. "Kosher quality is increasingly relevant for all Americans. For moms, especially, kosher is becoming the 'new organic,' which they can trust for purity, freshness and quality ingredients," says Tom Bartley, marketing director, Hebrew National. "Our summer campaign will help remind consumers Hebrew National Franks are free of artificial colors, flavors and by-products, containing only choice cuts of 100 percent kosher-quality beef--with no ifs, ands or butts." New advertising highlights kosher difference--no ifs, ands or butts To highlight the growing popularity of kosher quality, Hebrew National is introducing new TV and online advertisements this week that communicate the kosher difference of its franks in a mainstream, fun way. The multi-million dollar campaign, the first major body of work developed by the new oneseven agency, differs from traditional food marketing ads by delivering an informative message with an irreverent humor that entertains viewers. Like many cutting-edge TV spots today, the ads feature colorful, progressive graphics, versus live action, to show how kosher beef relies on choice cuts of meat from the front part of cattle, guaranteeing "no ifs, ands or butts." Hebrew National--whose franks sell in nearly half the nation's 30 major league ballparks with the recent addition of four parks--also has created marketing programs to remind fans they're eating a Hebrew National and what's the difference. For instance, for the first time in recent history Boston's Fenway Frank is joined by a branded hot dog, the "monstrous" nine-inch Hebrew National Frank. Special promotions also will give fans a chance to upgrade their experience at the ballpark with better seats and gear, as they upgrade their eating experience with Hebrew National. In Detroit's Comerica Park, Tigers' fans will get a chance to recognize and reward the skills of their favorite hot dog hawkers as they judge Hebrew National(R)'s first-ever "Higher Authority Hawker Challenge," which is combing the stands at Comerica Park this summer to identify Detroit's all-time best hot dog hawkers. In the competition at Comerica Field, Tigers' food Hawkers will display their own kind of yell for the hearts and votes of Detroit fans. In a nail-biting showdown that pairs passion with poise, Hawkers will take to the stands to flaunt their distinctive hawking style during an audition to become a finalist and member of the 'Hawker Hall of Fame.' The standard hawker cry "get yer hot dog" won't be enough to get past the infield for first-place Detroit Tigers' fans, nor will it cut the mustard for hawking premium Hebrew National franks, which are made from 100 percent kosher quality beef with no fillers. Beyond baseball, the summer grilling season is underway and several food experts, including Grill Master Rick Browne, popular host of Barbecue America on PBS, have appeared on morning TV and radio shows around the country promoting the benefits of choosing top-quality, premium foods such kosher hot dogs. Hebrew National also is working with retailers to make it easier for shoppers to find the premium franks by merchandising the product with upgraded, highly visible racking systems and coolers urging consumers to "Get Yer Hebrew National" at grocery stores. According to the ConAgra Foods-commissioned consumer survey, more than 95 percent of Americans look to trusted seals such as kosher, organic and whole grain when shopping for their family. Kosher food is a $9.4 billion-a-year industry growing by 15 percent a year. This year's Kosherfest, the world's biggest kosher trade show, attracted the highest number of buyers in its 17-year history. It is the close supervision and strict regulation that guarantees quality and cleanliness of kosher foods. The food-preparation process is supervised by a rabbi and includes the examination of ingredients as well as processing and packaging equipment. These standards are so rigorous that food can be barred from receiving kosher certification if even a single non-kosher ingredient that makes up only one-tenth of one percent of the total is found. The kosher certification of Hebrew National Franks guarantees they are prepared at the highest level of quality. For more information about Hebrew National Franks and the kosher food-preparation process visit www.HebrewNational.com. The Hebrew National brand is a registered trademark of ConAgra Brands, Inc About ConAgra Foods ConAgra Foods Inc. (NYSE:CAG) is one of North America's largest packaged food companies, serving grocery retailers, as well as restaurants and other foodservice establishments. Popular ConAgra Foods consumer brands include: Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt's, Marie Callender's, Orville Redenbacher's, PAM and many others. For more information, visit www.conagrafoods.com.