Circle One Catches Birds Eye

NEW YORK Birds Eye Foods has awarded its $10 million dry grocery division account to Circle One Marketing, the agency said today.

The Norwalk, Conn.-shop bested four undisclosed agencies in a review that began early this spring, said account executive Emily Fuller. The review was prompted when Birds Eye, a subsidiary of Agrilink Foods, reorganized its marketing team, establishing both dry grocery and frozen foods divisions.

The agency will be responsible for advertising, consumer promotion and customer marketing for multiple Birds Eye Foods’ brands, including Freshlike, Comstock, Wilderness, Nalley, Brooks, Tim’s, Snyder of Berlin and Husman’s. Fuller said the agency plans to release print, radio and online ads this fall.

Birds Eye Foods, located in Rochester, N.Y., processes fruits and vegetables across the country. Its total sales are approximately $1 billion per year. According to TNS Media Intelligence/CMR, the 2002 ad spend by the company totaled nearly $10 million.