Grouse Tour Leads Carr’s Crackers to Decker

Connecticut ‘Micro-Agency’ is Biscuit Maker’s First U.S. Shop
BOSTON–Decker has added another European import to its client roster. In addition to touting Scotland’s Famous Grouse Scotch Whiskey, the Glastonbury, Conn., agency will promote the U.K.’s Carr’s crackers.
The upscale crackers and cookies are distributed in the U.S. by Keebler Foods Co. under a licensing agreement with United Biscuits of England.
Decker became Carr’s first U.S. agency of record after a review that included three other undisclosed agencies. Billings are in the $1 million range.
Elmhurst, Ill.-based Keebler has worked with a number of shops on a project basis to promote Carr’s in the past. Last year, those efforts focused on guerrilla marketing and no ads were placed, said Carr’s brand manager Christine Peggau.
“I saw the need to have more consistency” in marketing, so she decided to hire one agency for creative, media and promotions, she said.
Peggau sought agencies around the country that have produced unique, niche-oriented campaigns. Decker positions itself as a “micro-agency” that emphasizes quality over quantity, and Peggau was impressed with Decker’s work for the Famous Grouse, which includes an online tour through the fictitious Grouse Estate. The 30-person shop posted $25 million in billings last year.
Decker president Craig Cheyne sees a correlation between Carr’s and Grouse because both are high-end products. “It’s a very strong brand, but it hasn’t been clearly positioned,” he said of Carr’s.
The agency will break print ads mid-year targeting older, upscale consumers in newspapers, lifestyle magazines and online, he said.
Internet ads will direct consumers to, which features tips for entertaining and a newsletter.
Decker pursued Carr’s because of the brand, not as a way to get a foot in the door at Keebler, Cheyne said. But, she added, “if we earn other responsibilities, that would be great.” K