Garelick Enlists Cronin for Creative Infusion

BOSTON Following a review of local shops, Garelick Farms has tapped independent Cronin & Co. to create its next broadcast campaign, the agency has confirmed.

The client spends about $1.5 million annually on ads and in recent years has employed Boston’s Connelly Partners, also an independent, as its lead creative resource. The shop had produced work tagged “Add something.”

Connelly president Steve Connelly said Garelick has been inactive for about a year, and he left the door open for working with the client again. “Everyone in this market knows our radio and television creative for Garelick,” he said. “We’ve sold a lot of milk and made a lot of people laugh in the process. As always, we’ll let the caliber of our work speak for us.”

Cronin said it will work with the dairy on a broadcast effort set to break in January. “Garelick Farms offers premium products in a very competitive market, so our challenge is take the best parts of the brand and help evolve it,” said agency president and chairman Bill Cronin.

Glastonbury, Conn.-based Cronin claims about $65 million in overall billings from a mix of consumer and business-to-business clients.

Connelly also presented ideas in the Garelick review; the other contenders were not disclosed.

Though relatively small in terms of budget, the Garelick business has long been a sought after New England account because of its high media visibility and potential as a creative showcase.

“Twins,” a Connelly-produced spot for the dairy that broke more than a year ago, presented a typical morning in the life of a pair of look-alike blond-haired brothers. Even their mom has trouble telling them apart at the breakfast table. She places a glass of chocolate milk in front of one boy, a glass of strawberry milk in front of the other. They quickly switch glasses: mom had mistaken one son for the other.

Garelick has long been involved in a pitched battle with local rival HP Hood, which in March enlisted Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston to help launch its low-carbohydrate line extension Carb Countdown.

—with David Gianatasio