NEW YORK-Cliff Freeman and Partners has joined Young & Rubicam on the roster of International Home Foods, marketer of brands such as Chef Boyardee and Gulden’s mustard.
The New York agency was awarded an estimated $10 million worth of creative and media planning duties for a new product called Crunch ‘n Munch Glazed Pretzels. Cliff Freeman beat Y&R after both agencies pitched the product, said sources. The low-fat product is the client’s first entry into the estimated $6 billion salted snacks category.
“This new product offered us an opportunity to expand our agency roster to include those companies [good at putting] brands ‘on the map,'” said a representative for the Parsippany, N.J., snack division of IHF.
Arthur Bijur, president and executive creative director, said IHF is the agency’s first packaged-goods client. The pitch team included Bijur, executive creative director David Angelo, director of account planning Karen Evans, media director Peter Regan and account director Maggie Bergin.
Cliff Freeman breaks its first TV spot this week to support the product’s launch in the mid-Atlantic region.
The 30-second spot plays humorously off the tagline, “Indulge yourself and get away with it,” by showing co-workers exacting revenge on their tyrannical boss without any ramifications. After demanding coffee, his secretary cuts off his suspenders and tie while a co-worker grabs the toupee off his head. The boss, apparently oblivious, thanks the secretary and trudges back to his office with his pants around his ankles.
Y&R won the estimated $40 million consolidated ad account for all IHF brands last year.