TITLE

D'Arcy takes the lead on Int'l Home Foods' Pam, Gulden's efforts

AUTHOR(S)
Petrecca, Laura
PUB. DATE
February 2000
SOURCE
Advertising Age;2/7/2000, Vol. 71 Issue 6, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that International Home Foods has hired advertising agency D'Arcy Masius Benton & Bowles Inc. to handle advertising for its Pam cooking spray and Gulden's mustard brands in the U.S. in February 2000. The shift follows a three-month creative shoot-out among several agencies, including Jordan McGrath Case & Partners, according to executives close to the situation. The marketer spends an estimated $13 million on annual advertising support for Pam, but has neglected Gulden's for the past several years. However, the company is expected to put increased support behind all of its brands in 2000. Spending is expected to rise to the $20 million to $30 million range. The company has already upped its alliances for Chef Boyardee and others in the sports marketing arena, which include World Wrestling Federation and Nascar tie-ins. The shift to D'Arcy comes as the agency attempts to strengthen its capabilities in the food arena.
ACCESSION #
2751153

 

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