Food and Drinks Love Dixie(R) Products

Georgia-Pacific Professional Food Services Solutions Launches ‘Food & Drinks on Dixie’ Brand Campaign Featuring Unique Characters

ATLANTA, May 11 /PRNewswire/ — How would a hamburger, a cup of coffee or scoop of ice cream prefer to be served? On Dixie(R) products, of course!

Menu favorites speak their mind through the new integrated Dixie brand campaign launched by Georgia-Pacific Professional Food Services Solutions. The multi-media campaign, Food & Drinks on Dixie, features popular food items as characters who share what they love about the innovative line of Dixie(R) foodservice products. Through the campaign’s three main characters – affectionately referred to as Hamburger, Coffee and Ice Cream – customers get a first-hand look at what it is like “going out on Dixie.”

“This brand campaign is like no other in the industry. It evolved from the idea that no one knows our products better than the food itself,” said John Mulcahy, vice president – category, Georgia-Pacific Professional Food Services Solutions. “The new campaign captures our unique understanding that in the foodservice industry the little things make the biggest difference in a guest’s experience. It just happens to come from the perspective of food and drinks. We were fortunate they came forward to speak on our behalf.”

The campaign features three characters that reinforce Georgia-Pacific Professional’s “experience better” philosophy:

• Hamburger – A lovable but no-nonsense urban dweller who takes pride in his existence on a Dixie Ultra(R) Paper Plate, best known for its soak-proof shield and new rim design that makes it stronger than ever.
• Coffee – A smooth talking beverage who finds his home in a Dixie(R) Insulair(R) insulated cup with triple-wall construction and insulated middle layer that is 99% recycled fiber. It keeps users cool while Coffee stays hot.
• Ice Cream – A passionate, sweet-talking, matter-of-fact scoop of ice cream who touts the Dixie(R) SmartStock(R) cutlery dispenser for single use cutlery at the press of a lever. It is easy to use and improves hygiene by reducing consumer touch points.

The campaign includes print, interactive and video elements. Beginning in early summer, the print ads will appear in vertical foodservice magazines such as QSR, Restaurants & Institutions and Nation’s Restaurant News. Fans of Hamburger, Coffee and Ice Cream can also find character videos and photos at the following sites:

• Dixie YouTube Channel – www.youtube.com/dixieproducts
• Dixie Flikr – www.flickr.com/photos/dixieproducts/
• Dixie Web site (Launching May 14) – http://www.dixieisthebest.com.

ABOUT GEORGIA-PACIFIC PROFESSIONAL

Georgia-Pacific Professional is a provider of hygienic dispensing systems, towels, tissues, soaps, air fresheners, wipers, cups, cutlery and napkins. Two business groups operate under the Georgia-Pacific Professional business. The Washroom and Wiper Solutions group provides the full range of products to market segments including office buildings, healthcare, manufacturing, and lodging facilities. The Food Services Solutions group focuses on such segments as restaurants, coffee shops, and convenience stores. The Georgia-Pacific Professional business features such well-known product brands as enMotion(R), Compact(R), Dixie(R), EasyNap(R), SmartStock(R) and Brawny Industrial(tm). For more information on Georgia-Pacific Professional, please call 1-866-HELLO GP (435-5647) or visit us at www.gppro.com.

Experience GP Professional. Experience better.

SOURCE Georgia-Pacific Professional