Infotopia Readies Cookware Campaign

Direct response marketer Infotopia will launch a campaign to promote a new line of cookware in conjunction with the Calphon/WearEver division of Newell Rubbermaid Inc., the company said yesterday.

The new product line, dubbed Perfecta Cookware, will be marketed via infomercials and a Web site. Infotopia will use a 150-seat call center operated by its TrenDirect Marketing subsidiary, formed this month, to provide a portion of the inbound teleservices for the campaign. TrenDirect also will provide media-buying services.

Infotopia said it expected the infomercial to launch nationwide next month. Since its formation, TrenDirect has steadily grown with acquisitions throughout January. The subsidiary purchased certain assets, including the call center, and product portfolios from Danmark Inc. and Beacon Marketing Services Inc.

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