On Tuesday, October 6th The New York Times ran an article titled “More Ads for Basic Brands as Shoppers Spend Less.” The article reports on advertising spend data from the first half of 2008 and the first half of 2009, supplied by TNS Media Intelligence.

Advertising has increased for basic mealtime products such as Heinz, Hellmann’s, Jif, and General Mills. Meanwhile marketers in the automotive, financial services and luxury good industries are cutting ad budgets.

Email Data Source searched its database to see if these basic brands had also increased their email marketing campaigns.  Results were as follows:

Heinz – Email campaigns increased 250%
Hellmann’s – Email campaigns increased 63%
Jif – Email campaigns decreased 71%
General Mills – Email campaigns increased 270%

While there was not an overall trend for these brands’ email marketing activity between the first half of 2008 and the first half of 2009, it will be interesting to track the following months to see if there will be a spike in their email marketing activity.


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