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Dean Considers 3 for Birds Eye




CHICAGO-Dean Foods Vegetable Co. in Green Bay, Wis., has narrowed the review for its Birds Eye Frozen Vegetables line to three finalists, sources said.
Agencies still in contention are believed to be BBDO/Minneapolis; Cramer-Krasselt, Milwaukee; and Euro RSCG Tatham in Chicago. Billings are estimated at $5-10 million.
All three shops have food advertising experience. Tatham represents Franklin Park, Ill.-based Dean Foods’ dairy products, including milk and ice cream. C-K works on ConAgra’s HealthyChoice line. BBDO handles Hormel Foods and Jennie-O Foods’ accounts.
The finalists are expected to receive creative assignments shortly, with presentations to be given by the end of the month. A decision is expected by April, sources said.
Officials at Cricklewood Marketing Consultants, the Minnetonka, Minn., consultancy handling the review, did not return phone calls.
Young & Rubicam, San Francisco, resigned the account in January.
Dean Foods spent $1.4 million on advertising for Birds Eye from January through November 1997, down from $5.9 million in all of 1996, according to Competitive Media Reporting. -with Trevor Jensen