- Ore-Ida, the frozen potato brand owed by Heinz, is running an ad and marketing campaign aimed at protecting the brand name of its Tater Tots product.
- The campaign, a revival and expansion of an earlier campaign, warns consumers against eating "imi-tators," -- frozen nuggets that aren't really Tater Tots.
- The ads come as Ore-Ida celebrates the 60th anniversary of the Tater Tot, and as parent company Heinz struggles to boost sales of frozen foods.
Tater Tots are one of those rare products that have become so well-known that their brand name has become the common name of a wider class. Brands like that -- Band-Aid adhesive bandages and Kleenex facial tissue -- are wise to protect their names from dilution.
More importantly, the "imi-taters" campaign is funny, tongue-in-cheek way of addressing the problem that Tater Tots face.