Connelly Waves Flag for U.S. Mills

BOSTON Connelly Partners said it has been hired by U.S. Mills to help relaunch the client’s Uncle Sam cereal brand.

Billings on the work, previously unassigned, are $1-2 million, the agency said.

“After discussions with several agencies, we felt very comfortable with the experience of Connelly Partners and the interest their group expressed in the overall health and wellness category,” said Chuck Verde, client president.

Other client brands are Erewhon, Farina, New Morning and Skinner’s Raisin Bran.

Connelly Partners here is an independently owned shop that works mainly on consumer accounts such as Ocean Spray Craisins and Fallon Community Health Plan. The agency is currently defending one of its signature assignments, the Massachusetts Office of Travel & Tourism, in a review.

—Adweek staff report