CEA Earns DOD Assignment
DETROIT—Campbell-Ewald Advertising was awarded an estimated $6-8 million recruiting campaign project from the U.S. Department of Defense, following a review with undisclosed participants. The project will include creating videos for interactive kiosks, and the work will feature all military branches: Navy, Army, Air Force, Marine Corps and Coast Guard. The Warren, Mich., agency currently handles the U.S. Navy’s $40 million account. The kiosks will be distributed through the summer to venues that attract young people, such as concerts, malls and sporting events. Each unit allows the user to select a video and get an overview of what the particular branch offers a prospective recruit.
Krystal Reviews Media Account
CHICAGO—Krystal Restaurants is searching for a media agency to handle its $6 million account, sources said. The Chattanooga, Tenn., fast-food chain denied any review. Incumbent McKinney & Silver, Raleigh, N.C., won the account in June 2000, then estimated at $15 million, following a review. Sources said Krystal has been looking for a new-media and possibly creative shop for almost a year, but put the search on hold after McKinney CEO Dan Maurer died in an automobile accident last October.
Honeybaked Ham Narrows to 3 Shops
CHICAGO—Honeybaked Ham Co. of Ohio has trimmed its creative review to three finalists. Vying for the business are Gabriel deGrood Bendt and One and All, both in Minneapolis, and Northlich in Cincinnati, said Jamie Harding, manager of brand communications for the company. Spending is pegged by sources at $2-3 million. Media will continue to be handled by Empower MediaMarketing in Cincinnati, Harding said. Honeybaked Ham split with agency Carmichael Lynch in early April.
Ford Launches Expedition Interactive Work
DETROIT—Ford Motor Co. is launching the Internet portion of its 2003 Ford Expedition ad campaign using America Online, MSN and Yahoo!. Fordvehicles.com will also feature a new interactive Expedition page, which includes a game-driven sweepstakes featuring brain-teaser questions. America Online, MSN and Yahoo! each worked with Ford and J. Walter Thompson to develop creative to be housed on their respective sites. Flipside Network helped build the 2003 Expedition Challenge Sweepstakes on fordvehicles.com.
A-B Bows Low-Carb Brew
CHICAGO—Anheuser-Busch will roll out Michelob Ultra, its new low-carbohydrate beer in Chicago, Baltimore, Washington, D.C., and Florida this week. Teaser outdoor and print ads from Waylon Advertising, St. Louis, will run in those markets with headlines such as “Lose the carbs, not the taste” and “If beer needed carbs to taste good, we would’ve left them in.” A nationwide rollout is planned for September, along with radio spots that use tongue-in-cheek humor. The new low-carb brew contains 96 calories, compared with 110 calories in most light beers.
CEA Earns DOD Assignment