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Unilever Bestfoods is rolling out a variety of Lipton Side Dishes it will support with a $13 million national print campaign later this month that will position the line as mother's little helper.
The effort comes as Bestfoods is looking to make side dishes the focus of its advertising strategy in 2002 after the much-ballyhooed $25 million celebrity-studded campaign behind Lipton Sizzle & Stir was scrapped this year when sales proved dismal.
Bestfoods is shoring up the...