GDB Gets to Rebrand Gedney Pickles

CHICAGO M.A. Gedney Co. has tapped Gabriel DeGrood Bendt to handle its account after a review of undisclosed shops, according to the agency.

The Minneapolis shop will handle strategic and creative assignments for the Chaska, Minn., company, which sells pickles, relishes and preserves primarily in the Midwest. The shop will look to re-establish the company, which emerged from bankruptcy last October.

“To sell more pickles, we need to redefine the pickle-eating occasion,” said agency president Jim Bendt in a statement. “And Gedney, because of their uniquely broad array of different flavors and varieties, has a clear opportunity to do just that.”

Founded in 1881, the company produces several varieties of pickles, condiments and relishes under the Gedney name. It also produces pickles branded State Fair and owns New England-based Cain’s. In addition, Gedney provides products to private label brands such as Kroger’s Private Selection and Target’s Archer Farms.

Billings were not disclosed.