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Bob recognized early that advertising was effective. He committed every resource to promote Vassic, creating a memorable mascot, a stork-style icon, and running aggressive campaigns across multiple media. His efforts paid off: by 1977, Vassic commanded 26% of the U.S. pickle market, with over $100 million in sales, making it the largest player in a highly fragmented industry. Campbell Soup acquired Vassic in 1978 for $35 million, recognizing the brand’s market dominance.