DDB Got Milk And A Whole Lot More As It Acquires Suiza Foods’ Pantry

Fast-growing dairy products manufacturer Suiza Foods Corp. here moved its estimated $8-12 million advertising account to DDB Needham Dallas without a review.
The account shift comes on the heels of Suiza’s late 1997 merger with Morningstar Foods, whose product line includes the International Delight and Mocha Mix coffee creamers, Second Nature egg substitute, Naturally Yours sour creams and Jon Donaire cheesecakes.
PGC Advertising here (an Omnicom-owned agency along with DDB) was the incumbent on the Morningstar business. Suiza did not previously have an agency of record, said DDB managing partner Janet Bustin, who will oversee the account.
Bustin said DDB has worked with Suiza president and chief operating officer G. Irwin Gordon in the past, during his tenure at Plano, Texas-based Frito-Lay.
In a statement issued to Adweek, Gordon said: “PGC delivered excellent work for Morningstar Foods. However, when we decided to consolidate our business with one agency to gain focus, we needed to partner with an agency that had national and international capabilities.”
Jake Schroepfer, DDB president and chief executive, said initial tasks include marketing Morningstar products and proposing branding strategies for Suiza’s milk holdings.
Suiza, with 1997 sales of $1.9 billion, has acquired more than 35 companies since 1988. Its milk and dairy operations include Velda and Swiss Farms in Florida and California, Oberlin Farms Dairy in the Midwest and Land-O-Sun Dairies in the Southeast.
Deciding whether to continue marketing Suiza’s milk products under multiple names is one issue being discussed, Schroepfer said. The agency’s first work will likely include television ads and break in the fourth quarter.
The win marks a return to the dairy products category for DDB, which recently ended its relationship with Borden Meadow Gold Dairies. Advertising for Borden has been inactive since its acquisition by Mid-America Dairymen of Columbus, Ohio, according to Schroepfer.