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What happens when strategic thinking, smart creative, and measurable social media are perfectly integrated and built upon over a two and a half year period? A regional brand becomes a national brand. A sweeps generates high six-figure entries. Consumers become fans. Fans become evangelists. And ROTEL becomes ConAgra’s Brand of the Year due to highest corporate-wide sales increase. Never has a can of spicy diced tomatoes and peppers been as talked about—or purchased.

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