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September 30, 2010

Don't use Hunt's tomatoes? George Duran will chop you down

By Elaine Wong on Thu Sep 30 2010

Does it really matter what brand of canned tomatoes you use? Hunt's obviously thinks so. The ConAgra Foods brand this week broke a new series of spots as part of its ongoing "Crash Kitchen Tour" campaign by SapientNitro, featuring George Duran. This time, the celebrity chef stops by a Long Island firehouse and shows the chief how to make "real" lasagna. He whips out a can of Hunt's Flash Steam canned tomatoes after first chopping the chief's can with an ax. A second spot, "Supermarket," sees Duran serving up generous portions of food cooked with Hunt's tomatoes to shoppers. "Oh, my goodness!" one delighted sampler exclaims. The effort is intended to help the brand "break through in a category where folks are complacent with their choice," says Hunt's senior brand manager Colleen Bailey. Duran, apparently, is also scheduled to "crash" a December episode of TLC's Cake Boss. We wouldn't be surprised it he came up with a tomato-based cake recipe.

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