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Jan 10 2012

SapientNitro Brings the Naturalness of Hunt’s Tomatoes to Life with “The Difference is Surprising” TV Spots Featuring Celebrity Chef George Duran


NEW YORK – January 11, 2012 SapientNitro, part of Sapient (NASDAQ: SAPE), has launched a new campaign for ConAgra Foods, “The Difference is Surprising,” highlighting Hunt’s as the only leading national brand to peel their tomatoes with FlashSteam®. To illustrate Hunt’s point of difference within the canned tomato category, the spots feature Celebrity Chef George Duran surprising supermarket shoppers by popping out of boxes and aisle displays to inform them of the news that Hunt’s peels their tomatoes with FlashSteam®.

The spots are the latest evolution of the Hunt’s Crash Kitchen Tour brand campaign but with a twist: instead of showing up unannounced while consumers are in the midst of cooking with canned tomatoes or browsing the supermarket, George Duran shocks unassuming shoppers in the aisle by explaining the difference between Hunt’s canned tomatoes and other brands through gags and surprises.

“In matching chef George Duran’s colorful personality to Hunt’s genuine, full of life FlashSteam® products, we’re showing customers how to indulge in their creative passion for cooking while providing flavorful, natural meals to those they love,” said Scott Higgins, creative director at SapientNitro. “Delivering the fresh tasting ingredients is important to Hunt’s, and SapientNitro took on the challenge to show customers why they should buy Hunt’s FlashSteam® peeled tomatoes.”

As the lead agency for Hunt’s, SapientNitro led both the strategy and creative behind the Hunt’s FlashSteam® commercials, part of a new brand campaign designed to disrupt the “sleep walking behavior” of mindlessly purchasing the same brand of tomatoes.

The campaign launched nationally on January 4th with one :30 and one :15 spot and will run on 15 nationally syndicated networks, including AMC, The Food Network, TLC, WGN, and USA Network.

Multimedia assets:
Stream the :15 TV spot:

About SapientNitro
SapientNitroSM, part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Foot Locker, Singapore Airlines, Target, and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit or follow us on Twitter @sapientnitro.

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Sapient is a registered service mark of Sapient Corporation.

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