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THEIR PROMO HAS A FIRST NAME, ITS S-A-L-E-S

     Oscar Mayer Foods decided to become the halftime sponsor of
the Super Bowl for the second straight year because of the "big
lift in sales" the company got last January, during its "first
tie-in" to the Super Bowl, according to Pollack & Jensen in
ADVERTISING AGE.  Oscar Mayer VP/Marketing Steve Shanesy said
that Super Bowl XXX, "netted record results."  Shanesy: "We had
very strong shares across the board during January.  And our ad
awareness took a big spike.  It was [the company's] biggest
single increase in ad awareness ever."  Shanesy said volume for
its cold cuts, hot dogs and Claussen pickles was up 6% for the
month (ADVERTISING AGE, 10/28 issue).

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