Borden as a company once was based in the Columbus area and left in the mid-1990s after a change in the company’s ownership.
The return has been heralded by a reappearance in Ohio schools this past year, the company noted.
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“Although Borden products have not been sold in the area for more than two decades, results from a Cooper Roberts Research survey indicate that more than 80 percent of consumers are still aware of the Borden brand,” the company said in an emailed release.
“Ohio played a significant role in Borden’s history, so we are overjoyed to return and receive such incredible support from the community,” Tony Sarsam, Borden chief executive, said in the company’s statement. “We look forward to winning Ohioans back with our tasty and wholesome products.”
First introduced by Borden in 1936, the “Elsie the cow” brand image was named one of the top 10 advertising icons of the 20th century by AdAge, Borden said.
Ohioans will spot Elsie on local television ads, truck wraps, in-store displays, mailed coupons and at events including the Ohio State Fair and the Rite Aid Cleveland Marathon, the company said.
Borden will operate out of two plants, located in Cleveland and Cincinnati’s Arlington Heights area, with approximately 350 Ohio-based employees.
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