Berenter Snacks On Gardetto’s

Milwaukee Marketer Exits Cramer-Krasselt
CHICAGO–Snack marketer Gardetto’s in Milwaukee took its $5 million account east last week, choosing Berenter Greenhouse & Webster in New York following a review that covered both coasts as well as the heartland, sources said.
Incumbent Cramer-Krasselt in Milwaukee remained a competitor for the business to the end. Berenter also topped fellow finalists Pedone & Partners in New York; Odiorne Wilde Narraway & Partners and Zuckerman Fernandes & Partners, both San Francisco; and McKinney & Silver, Raleigh, N.C.
The agency selection was not confirmed by the client, although a company representative did say a winner had been chosen. Gardetto’s initially contacted about 17 agencies nationwide.
The snack maker aired some TV spots from C-K this fall backing its new “Light N’ Crispy” line, but has not traditionally done much broadcast work. Sources said the company may be looking for alternative advertising and distribution methods to promote its brands. Gardetto’s put a premium on strategy in the agency review since its ad budget is smaller than that of salty snack rivals such as Nabisco and Frito-Lay.
C-K won the business in April 1995 in a shootout with Laughlin/Constable, Milwaukee. Ads from C-K have used the tagline, “It’s the taste,” but Greg Gardetto, consumer marketing manager for the family-owned snack company, has said that positioning could change.
Gardetto’s share of the salted snack category was 3.3 percent for the 52 weeks ending Aug. 16, according to Information Resources.