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After losing a more than two-to-one lead from a month-long barrage of critical opposition TV ads, supporters of a genetically engineered foods labeling initiative have taken to the air. The Yes on Proposition 37 campaign on Thursday launched a TV blitz of their own, starting out in the Southern California and San Francisco Bay Area markets. The ads, which cost ”seven figures,” are expected to air statewide between now and the Nov. 6 election day, the Yes campaign said. ”We're in it to win it,” said Yes campaign spokeswoman Stacy Malkan. ”We believe that when people get the truth about what Proposition 37 is about, they'll vote yes.”