Heater Shines For Star Market

Heater Advertising last week was awarded the $6-8 million Star Markets account after a review of undisclosed agencies. The assignment encompasses broadcast advertising and media planning, according to Heater president Bill Heater.
Several shops, including Boston-based Ingalls Advertising, met with client executives in recent weeks, sources said. Holland Mark Martin Edmund, also in Boston, was invited to pitch the business but declined, according to sources.
While Heater will be responsible for media buying chores, the shop is currently “working that aspect out,” said Carol Gates, executive vice president of marketing at Cambridge, Mass.-based Star Markets. The shop is considering both freelance media buying agencies and specialty shops, Gates said.
The Star Markets account had been handled by North Castle Partners’ Boston office, which closed in April. Ads created by North Castle continue to run.
“Quality has always been [Star Markets’] story,” Heater said.
One immediate task for Heater is to position the client’s Wild Harvest natural food stores. Star Markets operates four Wild Harvests in Massachusetts, in addition to the 49 grocery stores under its own name.