Mrs. Smith’s Picks Ogilvy

Task Is Branding Baked Goods as Year-Round Buy
ATLANTA–Ogilvy & Mather has defeated two other Atlanta agencies to claim the advertising account of Mrs. Smith’s Bakeries, a business unit of another O&M client, Flowers Industries.
The account currently bills nearly $2 million. A client official, however, said that figure could easily double in the next two years as more spending is placed against the brand.
The other shops competing for the business were Austin Kelley Advertising and WestWayne. The account had been with Noble & Associates in Springfield, Mo.
Ogilvy & Mather is charged with handling consumer brand advertising for the company’s line of fresh and frozen specialty baked goods, which includes breads, rolls, snack and gourmet cakes, pies and desserts. The products are sold under the brand names Mrs. Smith’s, Stilwell, Pet-Ritz and Pour-a-Quiche.
The client’s media account remains at Western Initiative Media.
“Ogilvy has a great reputation for building great brands, and we have a brand that hasn’t been nurtured very well lately,” said Don Kemp, vice president of marketing at the client. “They showed us they had the ability to grow the brand.”
The heritage of the client goes back to 1917. The last 25 years have seen it bounce from one parent company to another, Kemp said, without a lot of brand building. For example, Kellogg had it from 1976 to 1993, then it was bought by Smucker’s.
“You had two companies that weren’t in the baking business,” he said. “When [Flowers] bought it in 1996, there were all kinds of synergies between the two companies.”
A major part of Ogilvy’s assignment will be to get consumers to think about Mrs. Smith’s all year long, instead of only during the prime year-end holidays “season” for such products.
O&M Atlanta managing director Ian Latham, in a statement, said the agency “looked forward to [its] role in moving [Mrs. Smith’s] brand even further.”