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TheBuzz

BY ERIKA ENGLE

The name behind
many names

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ConAgra Inc. always was a big name in Nebraska where it is headquartered but it has never been a household name.

The company is out to change that under a plan which began four years ago and which took a big step last year with a name change to ConAgra Foods Inc.

As reported earlier this week, it will be the title sponsor of the inaugural Hawaii Bowl to be played on Christmas Day at Aloha Stadium and televised in prime-time on ESPN Regional Television.

"By 6, 7 or 8 at night Christmas Day I'm ready to watch a football game," said Tim McMahon, senior vice president for marketing and communications. "I've heard enough of Uncle Ernie ... and you don't find a better venue to watch than Hawaii."

The sponsorship will allow the company to show "the many ways that people connect with ConAgra Foods," he said.

A popular company line is, "We set America's table," which McMahon said applies at home or away at restaurants and ballparks and movie theaters.

ConAgra Foods produces more than 35 familiar brand names such as Reddi-wip whipped cream, Armour hot dogs and Healthy Choice frozen foods.

"Until this year we didn't even put the common name on the back (of its products)," McMahon said, but that too will change before the year is out.

However, depiction of the brand-behind-the-brand won't be a replay of the circa 1980s "We're Beatrice," commercials, McMahon said.

"We bought Beatrice," he said. Well, at least the food assets.

The "We're Beatrice" ad campaign was "totally disjointed and had nothing to do with a common theme," McMahon said. "Ours has everything to do with understanding and celebrating the way people eat."

Celebrity chefs such as Wolfgang Puck and Bobby Flay are spokesmen for two ConAgra brands: Puck for his own line of foods, and Flay for Butterball Turkey.

To increase awareness of the company among non-sports fans, ConAgra is negotiating a slate of promotional events with Food Network, where both Puck and Flay host programs.

Beyond packaged and refrigerated foods for retail and foodservice, the company also manufactures agricultural products -- but that's another story.

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Erika Engle is a reporter with the Star-Bulletin.
Call 529-4302, fax 529-4750 or write to Erika Engle,
Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210,
Honolulu, HI 96813. She can also be reached
at: eengle@starbulletin.com