Accounts | Screen Chow

PA-Based Giant Food Taps Brownstein Group As AOR

on June 18, 2018

Giant Food Stores, LLC has appointed Brownstein Group (BG) as its AOR following a formal review.

The Carlisle, PA-based Giant operates more than 170 neighborhood stores under the Giant and Martin’s brands mainly in Pennsylvania and West Virginia, with a few others in Maryland and Virginia.

Under the partnership, BG will be responsible for creative voice/identity as well as video advertising, including TV and online video, as well as radio.

“We recently announced plans to invest $70 million within the Commonwealth, so it was important for us to partner with an agency that not only had the best strategic and creative expertise, but that also shared our cultural ties to the regional community,” stated Matt Simon, vice president, marketing, Giant.

This win follows parent company Ahold naming RP3 Agency as AOR for its separate but similarly named Giant Food, LLC, which is based in Landover, MD and that has stores in DC, Maryland, Virginia, and Delaware.

from MediaPost: https://www.mediapost.com/publications/article/320764/pa-based-giant-food-taps-brownstein-group-as-aor.html

T. Marzetti Company’s 16 Brands Move to Cramer-Krasselt

on June 13, 2018

After a review that included multiple agencies T. Marzetti Company, the $1.2 billion specialty food company that spans 16 brands, including Marzetti^® salad dressings and dips, New York Bakery^®frozen breads and Sister Schubert’s^® homemade rolls named Cramer-Krasselt agency of record.

t marzetti

C-K will begin immediately, taking over duties from incumbent MullenLowe Profero. New campaigns are expected in the fall. The agency’s services for T. Marzetti will include advertising, media, programmatic, brand planning, digital, social media, public relations and more.

“We want consumers to fall in love with our brands when and where they choose – C-K understood this naturally,” said Bob Holtcamp, T. Marzetti chief marketing officer. “In our search for an agency partner, it was the authenticity of C-K’s work and their integrated approach, which focuses on creating value and connecting with consumers on their terms, that will help us share our story and drive growth in our brands. C-K has all the capabilities we need under one roof and we look forward to this partnership.”

“At the core of T. Marzetti and each of their brands is a great story,” noted C-K’s President and COO, Karen Seamen. “The opportunity to further build these brands in consumer’s hearts and minds – and on their dinner tables — is huge. We are excited to get to work.”

About T. Marzetti Company:
The T. Marzetti Company, the specialty food subsidiary of Lancaster Colony Corporation, markets a wide variety of foods for both the retail and foodservice markets. Brands include Marzetti^®, New York Bakery ^® and Sister Schubert’s^®. More information is available at www.TMarzettiCompany.com.

from PR NewsWire: https://www.prnewswire.com/news-releases/t-marzetti-companys-16-brands-move-to-cramer-krasselt-300665299.html

Honey Baked Ham Co. Selects Dragon Army As Web, Mobile AOR

on June 6, 2018

Dragon Army has been named web and mobile AOR for The Honey Baked Ham Company. Dragon Army will support all digital efforts for the retail store’s online and mobile presence including strategy, e-commerce, UX/UI, web and mobile development. honeybaked

“Our current focus is developing a refined mobile experience that exceeds shoppers evolving expectations,” stated Jo Ann Herold, CMO at Honey Baked Ham. “Dragon Army is one of the few agencies we’ve found that deeply understand consumer behavior and is equipped to build experiences that customers love to use.”

Initial projects will focus on ensuring Honey Baked Ham’s online presence is ready for the 2018 holiday season. Dragon Army is responsible for developing and implementing a digital road map that will inform best practices for e-commerce, as well as drive innovation for the franchise into the New Year.

from MediaPost: https://www.mediapost.com/publications/article/320318/honey-baked-ham-co-selects-dragon-army-as-web-mo.html

Darden Appoints Brunner AOR For Cheddar’s Scratch Kitchen

on May 30, 2018

After acquiring Cheddar’s Scratch Kitchen for $780 million last year, Darden Restaurants has appointed Brunner as the casual chain’s new AOR. Dallas-based Moroch previously serviced the account.

cheddars scratch kitchen

Initial work will center on helping refine the brand’s positioning, and on developing new digital marketing campaigns. The creative direction has not been precisely spelled out yet, though messaging will likely continue to play up its made-from-scratch ethos and the chain’s well-known dishes, like House Smoked Baby Back Ribs and hand-battered Country Fried Chicken.

With more than 158 locations in 28 states, Cheddar’s serves more than 6,000 guests each week.

Brunner’s mix of digital targeting expertise and creative talents are said to have helped land the business. “The combination of our strong category experience and our advanced data analytics capabilities will support the Cheddar’s team as they work to build greater brand awareness and increase guest frequency,” says the agency’s CEO Michael Brunner.

from Media Post: https://www.mediapost.com/publications/article/319809/darden-appoints-brunner-aor-for-cheddars-scratch.html