MLS MIXES RIGHT INGREDIENTS IN CHEF BOYARDEE TIE-IN
NJ-based International Home Foods (IHF) has signed a
two-year sponsorship deal with MLS for its Chef Boyardee
line that will give the league "unprecedented exposure in
grocery aisles and on Saturday morning kids TV, while
continuing the brand's push into the tween-age market,"
according to Terry Lefton of BRANDWEEK. The $3.5M deal gets
IHF exclusivity for its canned pasta, chili and beans. MLS
"is also pursuing sponsorships in the consumer electronics,
snack food and fast food arenas" (BRANDWEEK, 12/15 issue).