For Fan Pans, Austin’s Lyons Takes The Cake

Lyon Advertising of Austin, Texas, picked up the advertising account of Fan Pans, a startup marketing sports-themed cake kits.
Lyon, hired after an informal review of undisclosed shops, is working on print and television advertising for Fan Pans’ initial product line, Race Cakes, a kit that produces edible Nascar look-alike race cars.
A Fan Pans representative said the six-month-old firm’s initial advertising budget is roughly $1 million.
Agency founder Doug Lyon said the shop is in the planning stages of a campaign that will launch next year. The effort will likely include national cable advertising on ESPN, TNN and TBS programs.
Melissa Germany, chief operating officer and vice president of Austin-based Fan Pans, said the company screened two other undisclosed agencies before selecting Lyon.
“We felt Doug and his group were a lot more innovative than the others we talked to . . . We could see the lightbulbs go off in their heads,” Germany said.
Fan Pans is in the process of negotiating a licensing agreement with the Nascar organization. The company’s current deal is with individual Nascar drivers as well as Ford and General Motors.
The Race Cakes kit–produced in conjunction with General Mills and Lucks Edible Images–includes cake mix, frosting and edible auto decals.
Lyon, who left Austin shop GSD&M to form his own agency in July 1997, said the lead for the new account came via a recommendation from his former employer.