Musselman’s releases new campaign that focuses on grower-owned product

PEACH GLEN, Pa. Applesauce manufacturer Musselman’s is launching a new “Grower-Owned Since 1949” campaign ad Monday, created by Pittsburgh advertising agency Brunner. This campaign is the company’s largest ever and will include TV ads for the first time in three years.

Musselman’s initially tried to outrun its competition, applesauce giant Motts, with a “Healthy Snack Alternative” campaign. But when the company realized it could not use this position exclusively, they chose to position themselves as the orchard-based, grower-owned producer.

“Internal research showed that ‘Grower-Owned’ also suggests quality and freshness,” a Musselman’s spokesman said.

The campaign’s two television commercials and two outdoor billboards will be aimed toward mothers with school-age children. The TV ads will air on shows like “Oprah,” “Good Morning America,” “Ellen” and “The View” and channels like the Food Network and Learning Channel. The billboards will be placed near food retail locations.