U.S. foodmakers boost ad spend in tough times

http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20080910_164411_26748

Foodmakers may be worried about higher costs for key ingredients, pushing through price increases and still maintaining their profits. But for some big name brands, these slim times don’t mean doing away with their advertising budgets.

While the food companies, like other large advertisers, pulled back on their spending as the economy soured, many big foodmakers plan advertising punches in the coming months. The shift comes as consumers worried about rising costs eat at home more and shop with budgets in mind—a trend that’s leading many of them to generics, or private-label brands.

So while automakers may be less apt to advertise right now, food companies say they are jumping back in the game. If they want to keep selling their own brands, they have to keep them in the minds of shoppers.