B&G Foods, a small manufacturer of just fifteen brands, has more than doubled turnover in the last five years by utilising the efforts of category rivals to drive sales of its own products. The New Jersey group relies on guerrilla marketing tactics such as piggybacking on promotions by rivals, reports the Associated Press. For example, during this year's Super Bowl, celebrity chef Emeril Lagasse had been hired by Coke and Kraft to promote their products. By happy coincidence, Lagasse is also the public face of B&G's Emeril range of seasonings, salad dressings and pasta sauce. So, B&G made sure that its displays were placed next to official Super Bowl counterparts wherever possible.