Evans, Hardy Secures Idaho Potato Account

Evans, Hardy & Young is expanding its scope of commodities accounts.
The Santa Barbara, Calif., agency, which handles ad duties for the California Egg Commission, has landed the estimated $3 million Idaho Potato Commission account, after a quiet review. Bozell Worldwide’s Chicago office had handled the account for nearly two years before resigning it last November.
Harris & Love in Salt Lake City and Goldberg Moser O’Neill in San Francisco were among the other contenders, according to sources.
“Evans, Hardy & Young demonstrated the range of superior strategic, creative and media abilities we were looking for,” said Mel Anderson, president and chief executive officer of the Boise, Idaho-based commission.
“All we need is a bacon account and we’ll be all set,” joked Dennis Hardy, the agency’s executive vice president and management supervisor. “We’re reviewing all the background [on the brand] to get grounded in the business.”
The agency’s TV ads promoting the “Idaho” brand will break this fall, coinciding with the start of Idaho’s potato season, Hardy said.
Evans, Hardy competed for the account two years ago, losing to Bozell, which succeeded Young & Rubicam’s San Francisco office. Bozell’s first and only creative work for the commission broke at the end of 1996. In an attempt to give the Idaho name more brand pull, its 15- and 30-second TV spots were tagged, “If it doesn’t say Idaho, you just don’t know.” –with Scott Hume and Trevor Jensen