Viva Takes on Eating Utensils

Viva, attempting to counter sales erosion from private label, is positioning its paper towels as a companion to food, not just a mechanism to clean up after it. Central to the effort is a deal with Food Network celebrity cook Sunny Anderson that includes 30-second interstitials showing her using the paper towels as a way to enhance the experience of utensil-free eating. Those segments show Anderson, star of Food Network’s Cooking for Real series, preparing her tomato and mozzarella bruschetta by using a Viva towel to squeeze moisture from basil leaves. In another segment, she suggests using coasters made from Viva towels to jazz up red pepper salami bites.

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