FCB Is ‘Resourceful’ for Food Processor

CHICAGO Archer Daniels Midland unveiled a new campaign from Foote Cone & Belding here tagged “Resourceful by nature” at its annual meeting on Thursday.

Four TV spots breaking Thursday night from the Interpublic Group shop present people from Asia to the Midwest enjoying food processed by ADM. A series of shots scrolls across the screen from left to right, showing all the people—from farmers to truckers to workers at ADM plants—involved with bringing food to the table.

The new tagline replaces “The nature of what’s to come,” which was launched in FCB’s debut advertising for the client in spring 2001, about six months after the agency won the account.

Spending on the campaign, which also includes print and radio, was not disclosed. ADM spent $12 million on measured media last year and $5 million through August 2004, according to Nielsen Monitor-Plus.