Looks like Larry will be able to eat....

["James A. Hill" <jahill@xxxxxxxxxxxxxxxxxx>]

Larry does more food commercials.  McDonalds, Boston Market, at least he's
eating....

( BW)(PA-HEINZ)(HNZ) Larry Bird Scores Points in New Television Commercial
for Pot Pies from Boston Market Frozen Meals; Promotes National Launch of
Boston Market Chicken and Turkey Pot Pies This Fall

    Business Editors

    PITTSBURGH--(BUSINESS WIRE)--Sept. 16, 2002--Larry Bird is back on the
court, but there's just one problem - he's lost his shooting touch in a
tongue-in-cheek television commercial that promotes the national launch of
new Chicken and Turkey Premium Pot Pies from Boston Market(R) Frozen Meals.
    The toughest NBA defenses couldn't stop Bird when he led the Boston
Celtics to three championships, but they didn't have these tempting
heat-and-eat new Boston Market Pot Pies in the lineup. In the new
commercial, Bird's shooting goes cold because he's distracted by visions of
the new Chicken and Turkey Pot Pies.
    Bird's back in action in his recurring role as the spokesman for Boston
Market Frozen Meals, the fast-growing line of premium-quality frozen entrees
and side dishes from Heinz Frozen Foods. The 30-second commercial premieres
nationally in mid-September. DDB San Francisco created the commercial. The
brand's hearty 16-ounce pot pies will be available in the frozen food aisle
of supermarkets across the United States in late September.
    "Larry Bird is a winner by any definition. In this creative spot, he
pokes fun at his All-Star image while scoring points for our winning lineup
of new pot pies from Boston Market Frozen Meals," said John Carroll,
managing director of Heinz Frozen Foods. "We're proud to have Larry Bird on
our team. He's generating hoopla for our Boston Market Pot Pies and Frozen
Meals."
    DDB San Francisco has teamed up with Bird and Boston Market Frozen Meals
before. The advertising agency developed previous television and radio spots
for Boston Market Frozen Meals, including the May 2001 "Eat Like a Bird"
television spot. The new commercial was shot in July 2002. The marketing
campaign to support the national product launch also includes a national
freestanding insert drop planned for September 8, 2002, and floor graphics
in stores nationwide.
    The pot pies deliver a wholesome blend of poultry, peas, carrots,
French-style green beans and creamy Boston Market gravy inside a delectable
flaky crust. The pot pies are a surefire way to score points with fans of
great food who want to beat the clock - they can be prepared in the
microwave and are ready to eat in under 10 minutes. The new pot pies from
Boston Market Frozen Meals also feature the latest container innovation: a
microwaveable container that produces a flaky crust.
    Bird has been a most valuable player for Boston Market Frozen Meals
since May 2001. His first starring role as spokesperson began in the 2001
season, when he scored a slam-dunk for the brand's entrees in a television
advertising campaign. This year, the three-time NBA MVP has reached fans and
consumers in a popular online media tour and has made promotional
appearances at golf outings sponsored by Boston Market Frozen Meals for the
benefit of Boys & Girls Clubs of America, one of Bird's favorite charities.

    About Boston Market Frozen Meals

    Boston Market Frozen Meals is the fastest-growing new brand in the
frozen meals category, with more than 20 varieties. The brand reached $130
million in the first year of national retail sales. Boston Market Frozen
Meals are available on shelves in the freezer section of grocery stores. In
addition to Boston Market Frozen Meals, Heinz Frozen Foods makes and markets
Smart Ones(R), Hot Bites(R), Bagel Bites(R), Ore-Ida(R), Delimex(R),
Rosetto(R), Linda McCartney(R) Frozen Meals, Poppers(R) and T.G.I.
Friday's(R) frozen appetizers. Heinz Frozen Foods is an affiliate of the
H.J. Heinz Company (NYSE:HNZ), a global food company with annual sales
approaching $10 billion.