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The California Fig Advisory Board and Kraft/Nabisco will jointly promote Fig Newtons brand cookies focusing primarily on the natural, healthful and energy benefits of figs. Fig Newton’s new tag line “Fig Newtons: Experience the power of the fig” reinforces the central theme surrounding the many positive attributes of the fig. Print ads with this new advertising campaign can be found in a number of leading magazines.

Future events will include a number of media events and sponsorships at athletic events such as the marathons and triathlon events. The proposed P.R. campaign focus on the fig will help to further educate consumers and national awareness of figs and Fig Newtons cookies. Sampling of figs will occur at many of these events to further introduce consumers and athletes to California figs. The joint efforts will culminate with National Fig Appreciation Day which will be timed sometime during the summer to coincide with the peak of the California fig harvest.