Cronin Takes Garelick ‘Over the Moon’

BOSTON Garelick Farms, a Dean Foods unit and the largest dairy in New England, this week breaks an integrated regional campaign supporting its new Over the Moon low-fat milk.

The work is from independent agency Cronin & Co. in Glastonbury, Conn. The themeline is “All the rich and creamy taste without the fat.”

The effort follows revised USDA guidelines recommending a boost in the consumption of low-fat, fat-free or other such dairy products. A 30-second TV spot titled “Secret” will run during local broadcasts of American Idol and Extreme Makeover: Home Edition. Radio and newspaper ads, as well as Internet executions and a new Web site, are also in the mix.

The client spends $1.5 million annually on ads and in recent years had employed Boston’s Connelly Partners, also an independent, as its lead creative resource. The shop had produced work tagged “Add something.”

Steve Wolfberg served as creative director and copywriter; Wayne Raicik handled art direction. Lester Ayala was the agency producer. Chris Bean directed.

This marks Cronin’s first work for the dairy since it added the account following a review last fall [Adweek Online, Oct. 6].

Garelick has long been involved in a pitched battle with local rival HP Hood, which in March enlisted Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston to help launch its low-carbohydrate line extension Carb Countdown.

—Brandweek staff report