3 Shops Share Duties on Schwan’s Brands

CHICAGO The Schwan Food Co. has selected agencies for its Red Baron, Tony’s, Freschetta’s and Pagoda brands after a review.

Independent agency Cannonball in St. Louis will handle strategic planning, advertising and promotions for Red Baron and Tony’s Pizza brands, as well as advertising and strategic planning for Pagoda’s Asian products. Minneapolis shops WatersMolitor will be responsible for promotions and some planning for Pagoda, and Gabriel deGrood Bendt will handle strategic planning advertising and promotions for Freschetta.

“We conducted an in-depth agency review process to ensure that we selected advertising and promotion partners that best fit our brands,” said Brian Nau, vice president of marketing for Schwan’s Consumer Brands North America, in a statement. “We are excited to have our new agency partners on board and look forward to working with them as they help us continue to grow our business.”

Other shops invited to pitch for the accounts were: MDC Partners’ Colle + McVoy and independent agencies Periscope and Nelson Henry, all of Minneapolis, and Interpublic Group’s Frank About Women in Raleigh-Durham, N.C. The incumbent was IPG’s Campbell Mithun in Minneapolis.

Schwan’s, located in Marshall, Minn., spent nearly $25 million advertising its frozen food products last year, per Nielsen Monitor-Plus. The largest piece of that was for Freschetta at $8 million; Tony’s and Red Baron accounted for $7 million; and Pagoda was less than $1 million, according to the same media-tracking service.