New Product Strategy Key To Tatham’s Win

Euro RSCG Tatham here will go into production quickly on the campaign it pitched for a new line of Orville Redenbacher popcorn that helped it win an estimated $25 million account from Hunt-Wesson.
Redenbacher’s Double Feature popcorn line, which attempts to break out in the category through the innovation of an attached container of butter topping, is in distribution and will be featured in a TV and print campaign from Tatham this summer.
An ad strategy for Double Feature was a major component of Hunt-Wesson’s review for its Orville Redenbacher line. Tatham beat out three West Coast agencies: TBWA Chiat/Day in San Francisco, which was the incumbent following its acquisition of Ketchum Advertising; Team One Advertising in El Segundo, Calif.; and Young & Rubicam, also in San Francisco.
The win includes the Fullerton, Calif.-based company’s Swiss Miss and Snack Pack brands. Tatham will handle media planning as well as creative duties on its brands, with buying to be done by SFM Media in Los Angeles. Hunt-Wesson is part of ConAgra in Omaha, Nebraska.
Ron Doornink, president of the Orville Redenbacher/Swiss Miss Foods Co., was familiar with Tatham through his previous work as an executive with Tatham client Procter & Gamble.
The new product launch will occupy Tatham for several months, after which the plan is to blend the main brand into the campaign strategy.
Orville Redenbacher is the top-selling microwave popcorn brand, with a 37.2 percent share of the market for the 52 weeks ending March 29, but its 1.8 percent growth rate over the period is slower than its competitors, according to Information Resources Inc. The brand’s main rival is General Mills’ Pop Secret brand, which captured 24.3 percent of the market over the period but raised sales 5.5 percent.