Dean Foods’ Birds Eye Lands At Milwaukee’s Cramer-Krasselt

Cramer-Krasselt’s first task for new client Birds Eye Frozen Vegetables will be a TV campaign for Chicken Voila, a frozen meal in a bag.
The Green Bay, Wis.-based division of Dean Foods chose C-K, Milwaukee, as its agency of record last week following a review that also included BBDO Minneapolis and Euro RSCG Tatham in Chicago.
Birds Eye is expected to increase spending “significantly” from the $1.5 million reported for 1997 by Competitive Media Reporting, according to Dave Sinkula, marketing director for the company. Spending the previous year was almost $6 million, according to CMR.
Much of the money will be behind the national rollout of Chicken Voila, Sinkula said. The product, a meal in a bag with chicken, pasta and vegetables, is currently being developed, with a campaign expected by late summer.
Young & Rubicam, San Francisco, resigned the account in January, prompting the client to launch a review to find an agency closer to home. C-K presented “some distinctive copy and creative” and also gained points for its below-the-line capabilities, Sinkula said. Also, “they had probably the most progressive media plan,” he said.
Cricklewood Marketing Consultants in Minnetonka, Minn., handled the review.
The client’s chief competitor is the Green Giant International brand, which spent almost $17 million on advertising last year, according to CMR.
C-K Milwaukee’s clients in the food category include ConAgra’s Reddi-wip, Gardetto’s Snacks and Northland Cranberries. –Trevor Jense