Borden has the munchies: will Doner survive crunch? By Michael McCarth

NEW YORK--Borden, which has been consolidating its once long list of agencies, may be preparing to review its North American snacks business,

Almost all of Borden’s snack advertising is currently handled by W.B. Doner/Southfield, Mich.
The $7.2-billion food giant, which recently unveiled the Borden name on its new Snacking Turtles, Snack Mix and Ringz brands, plans to test market a full line of snacks during the first half of 1993 with a $10-15-million ad budget.
The shop that will handle this new line, as well as the rest of Borden’s snack business, hasn’t been decided yet, according to Peter Cline, group vp/North American snacks. That decision will be made by David Hardie, the new vp/sales and marketing who came on board in early December.
While Cline said that the company is “very happy” with Doner, he noted that it would be “inappropriate” to make Hardie work with an incumbent if he has other marketing ideas. “He has to have open options,” said Cline. Hardie has been meeting with Doner to see if he wants to retain the shop. If Doner doesn’t get the nod, sources said that CME-KHBB/Minneapolis would be a strong candidate.
Copyright Adweek L.P. (1993)