Johnson Group Lands Brach’s Branding Job

ATLANTA Brach’s Confections has hired The Johnson Group without a review to create a branding campaign, the agency said.

Shop president Joe Johnson said he developed a relationship with the Woodbridge, Ill., confectioner last year when he was asked to conduct a research project for Fruit Rippers. A delay in that product’s launch has led the client to focus marketing efforts on its nearly century-old brand, Johnson said.

As a result, the Chattanooga, Tenn., agency has been assigned creative duties for a television and outdoor campaign for test markets in Baltimore, Des Moines, Iowa, and Kansas City, Mo. Spending is undisclosed.

The effort will tout Brach’s bagged candies, which are sold in supermarket candy aisles, and its in-store Fresh Candy Shoppes. Those treats are located in fresh produce aisles.

“When you put [candy] in the produce department, you have a whole lot more traffic,” said Johnson. “People like the loose-candy bin because it gives them a fresh candy shop feeling.”

Ads will rely heavily on music and the company’s existing tagline, “Making smiles since 1904,” said Johnson. The client, which sells about 40 different products, will tie marketing to what Johnson called an aggressive growth and distribution plan in the loose-candy category.

“Brach’s is the original bowl candy, one that people associate with serving, unlike single-serve candies,” said Johnson. “We think that’s what’s ownable about Brach’s.”