GMO Lands Nature’s Recipe

By Joan Voight and Hank Kim

SAN FRANCISCO–Nature’s Recipe Pet Food has awarded its estimated $2-4 million consumer account to Goldberg Moser O’Neill after a review, sources said.

Others contacted about the account of the H.J. Heinz Foods unit, were California agencies Butler, Shine & Stern in Sausalito, DDB Needham’s San Francisco office, and Ground Zero and Kovel Kresser & Partners, both in Santa Monica, according to sources.

Also competing was incumbent Stephens & Associates in Overland Park, Kan., which retained the veterinary segment of the account.

ADvice & ADvisors in New York served as the review consultant.

Executives at the shops, the consultantcy and the Corona, Calif., client were unavailable or declined comment.

Nature’s Recipe markets high-end, health-oriented premium pet food products.

The company, striving for a higher profile among upscale consumers, hired GMO for print ads, interactive work and other marketing, said sources. While billings are modest, the contenders wanted to work for Heinz, sources said.

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