Nearly two months after it was acquired by Amazon, Whole Foods Market has hired a new creative agency, according to people with knowledge of the matter.

The Austin, Texas-based grocery chain, which Amazon bought for $13.7 billion, has chosen MullenLowe L.A. as its creative agency of record after a review, the people said.


Representatives from MullenLowe declined to comment. The review, which kicked off in late June, was run by SRI. The invitation to pitch was initially extended to several agencies and quickly narrowed down to a final three, according to sources.

Whole Foods, which was founded 37 years ago, spent more than $60 million on measured media in the U.S. last year, according to Kantar Media.

It is unclear when consumers might see the fruits of MullenLowe’s labor. New marketing had been expected in January, but that timeline may change under the company’s new Amazon ownership. As soon as the acquisition closed in August, the Seattle-based tech giant implemented changes at the 466-unit grocer to tackle the derisive “whole paycheck” image that has plagued Whole Foods. It lowered prices on products including bananas, organic avocados and organic brown eggs by as much as 43 percent. Shoppers voiced their approval.

It’s still far too soon to determine the full ramifications of Amazon’s acquisition. On a conference call to announce second-quarter earnings in July, Amazon Chief Financial Officer Brian Olsavsky mentioned that Whole Foods, like Amazon, is a “customer-centric” team. “They’ve built a great business, focus around quality and customer,” he said.

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Campbell Ewald Named AOR For Nemiroff

Marketing communications agency Campbell Ewald announced today that it has been named Agency of Record for Nemiroff, one of the world’s top-selling Vodka brands.

Nemiroff, which is sold in 80 countries, is one of the top 10 vodkas worldwide and the third brand in duty free. Campbell Ewald will be tasked with launching its national distribution in the United States, including creative, media and interactive responsibilities.

Campbell Ewald is well versed in the spirits industry; also working with Clyde May’s Whiskey, and its partnership with Nemiroff will expand the agency’s relationship with Conecuh Ridge Distillers.

“Based on the great work that Campbell Ewald has done for our Clyde May’s brand, we’re excited to add Nemiroff to the agency’s roster,” said Roy Danis, President & CEO of Conecuh Ridge Distillers.  “Nemiroff is universally recognized as one of the world’s best tasting vodkas and we can’t wait to introduce it to U.S. vodka drinkers.”

“We’re thrilled with the opportunity to introduce Nemiroff to the U.S.,” said Sal Taibi, President, Campbell Ewald. “Nemiroff is one of the biggest global brands that most people in the U.S. have never heard of. This is an opportunity to create a breakthrough concept in the vodka category with a proven product that will create excitement with consumers.”

First work for Nemiroff will launch later this year.

from PR News Wire:

Firehouse Agency Beats Out GSD&M, Loomis to Win Lennox and Dairy Queen Texas

Dallas-based indie agency Firehouse has been on a local roll recently, picking up a couple of big regional accounts over the last couple of months in Dairy Queen Texas and Lennox Residential, a top maker of HVAC systems.

The Lennox win, which broke this week, makes Firehouse the Richardson, TX-based company’s first AOR. Its campaigns had previously been handled by a variety of agencies including GSD&M on a per-project basis over the past 15 years. The finalists in this review were Firehouse and the Omnicom shop.


Terri & Sandy Named AOR For Fruit Drink SunnyD

Ad agency Terri & Sandy has been awarded AOR duties for Harvest Hill beverage brand SunnyD following a formal review.

Image result for sunnyd

Harvest Hill hasn’t released any advertising for the fruit-flavored beverage for more than two years, but previously worked with Boulder-based Grenadier. Media duties remain with MediaStorm.

SunnyD is undergoing a brand repositioning, and T&S is tasked with developing new creative aimed at Gen Z and their parents. In the past, SunnyD has toggled between advertising to kids or their parents.

T&S will launch its first work for SunnyD in early 2018, kicking off with an integrated national brand campaign.

Personal relationships helped T&S land this account. Founders Sandy Greenberg and Terri Meyer previously worked with Harvest Hill CEO John LeBoutillier at Kraft.  “Their strong strategic capabilities paired with big, transformative ideas, led us to have great success together. We are excited to team up with them to reinvent SunnyD,”  says LeBoutillier.

SunnyD is currently T&S’s sole account with Harvest Hill, which also markets beverages under the Juicy Juice, Little HUG, Veryfine, Fruit2O, Daily’s, Big Burst, Guzzler, and Nutrament brands.