MediaPost – June 13, 2018
By Larissa Faw
T. Marzetti Company, the $1.2 billion specialty food company that spans 16 brands, is appointing Cramer-Krasselt (C-K) as its new AOR. The incumbent shop was MullenLowe Profero.
The selection came after a formal review in which half a dozen agencies participated.
C-K will handle advertising, media, programmatic, brand planning, digital, social media, and public relations for all product lines including Marzetti salad dressings, New York Bakery frozen breads and Sister Schubert’s rolls.
The first work under this new partnership will launch in the fall.
“At the core of T. Marzetti and each of their brands is a great story,” says Karen Seamen, president/COO, C-K. “The opportunity to further build these brands in consumer’s hearts and minds – and on their dinner tables — is huge.”
This search was launched by T. Marzetti’s private equity parent Lancaster Colony to “seek an integrated, idea-driven agency to unify its content, context strategies and executions in a way that helps the brands meet and connect with consumers on those consumers’ terms,” says an agency spokesperson.
In addition, the company plans to overcome declining retail packaged good sales through innovation, according to a June 7 presentation at the Baird’s 2018 Global Consumer, Technology & Services Conference by Lancaster Colony executive Dave Ciesinski. For instance, Sister Schubert’s rolls will soon introduce a cinnamon version and FlavorIt! flatbreads will introduce 60-calorie options. All of these new products, accordingly, will receive advertising support.