Mission Foods Appoints Fogarty

Fogarty Klein Monroe has won the $5 million creative and media account of Mission Foods.

The Houston-based shop topped PGC Advertising, The Promotion Network and The Integer Group, all in Dallas, plus the local office of incumbent Ryan Partnership in Westport, Conn., in a review, sources said.

A Mission official cited the need for an “innovative approach” as the reason for the review. A Ryan representative said the review related to concerns about the way the business was staffed. “Sales growth significantly increased from the previous year,” he said.

The Irving, Texas-based client, which makes and markets tortillas, tortilla chips, taco shells and tostadas, is a subsidiary of Gruma S.A. in Mexico.

FKM’s Dallas office, which will take the lead on the account, is charged with strategic planning and development of brand promotions in radio, print and collateral. The shop plans to build on the incumbent’s retail promotions.

“Mission is tapping into [our] more integrated experience in packaged-goods and retail strategy,” said Denise Jenkins, vice president and account director.

While FKM will proceed with Mission’s strategy of targeting the general market and Mexican Americans, the client will retain Mendoza, Dillon & Asociados of Newport Beach, Calif., for Latino marketing.

Mission’s products are sold in all areas of the U.S. except the Northeast. Its chief rival in the Southwest is Fort Worth, Texas-based Bimbo Bakeries’ Tia Rosa brand.