Fogarty Klein Monroe Stocks Up

Fresh thinking for established brands has won Fogarty Klein Monroe more than $25 million in new assignments from client ConAgra.

The Irvine, Calif., food company has moved the creative accounts of both Pam Cooking Spray and its entire line of Hunt’s tomato products to Houston-based FKM.

Hunt’s was previously handled by Euro RSCG McConnaughy Tatham in Chicago. Pam was last held by D’Arcy Masius Benton & Bowles in New York.

No review was held. The assignments were made in January following a successful holiday broadcast project given to FKM, which boosted flagging sales of Pam.

The agency suggested that ConAgra refocus attention on Pam in that campaign as the original category-maker, rather than on brand extensions such as lemon- and garlic-flavored offerings.

One television spot depicted a boy leaving a can of Pam and a note for Santa not to get stuck in the chimney. Another ad simply showed cookies being lifted off a baking sheet, accompanied by the “Hallelujah” chorus.

“It was a basic approach, but it was an immense help to them,” said agency principal Rich Klein.

The new brands cinch the agen-cy’s position with ConAgra, which came under review early last year when it acquired FKM’s original client, International Home Foods.

Following an initial meeting with ConAgra executives, FKM retained Ranch Style Beans, Ro-Tel and Chef Boyardee.

“We were concerned about our future,” Klein said. “We didn’t know anybody at ConAgra, but as we moved forward, we found we were able to relate to their people and give them the service they were looking for.”

The agency also added ConAgra brands Wolf Brand Chili and Manwich following the demise of Berry-Brown Advertising in Dallas and the subsequent hiring of that shop’s account team.

Then, in late summer, FKM won a ConAgra roster shootout for the launch of Banquet Homestyle Bakes, a line of nonrefrigerated meals.

“Because of work we’ve been doing on Pam and Homestyle Bakes, I think they viewed us as strong players,” Klein said of the Hunt’s and Pam wins.

Representatives of ConAgra could not be reached for comment.

Ad spending on Hunt’s brands for 11 months last year was $13 million, according to CMR, and $10 million for Pam.