Bruegger’s Hires Ten United to Refresh Image

CHICAGO Bruegger’s Enterprises, parent company of Bruegger’s Bagels chain, has tapped Ten United to reposition the brand in a national campaign.

The account win for the Columbus, Ohio, shop came after a review that included Wyse Advertising in Cleveland and King-Casey in South Norwalk, Conn., according to an agency representative. Previously, the Burlington, Vt.-based chain had assigned duties on a local basis. Ten United’s Pittsburgh office had handled local duties there.

Ten United’s assignment will include revamping the company’s logo and revising the client’s brand positioning.

The review was based on strategic presentations. “Ten United demonstrated a unique and compelling approach to uncovering consumer insights and developing them into result-oriented programs,” said Scott Hughes, Bruegger’s vice president of marketing, in a statement.

Billings were not disclosed. Bruegger’s advertising expenditures amounted to less than $1 million in 2003, according to Nielsen Monitor-Plus.