Oberto to Visit 10 Shops

NEW YORK Oberto Sausage will visit 10 agencies en route to selecting a handful of finalists to pitch its creative and media account, confirmed Alan Krinsky Associates, the New York-based consultancy managing the process.

The shops are Mendelsohn/Zien Advertising, davidandgoliath and Ground Zero, all in Los Angeles; Maiden Lane, Cutwater, Hoffman/Lewis, Wolfe/Doyle, all in San Francisco; Butler, Shine, Stern & Partners in Sausalito, Calif.; and WongDoody and DDB, both in Seattle, the consultant confirmed.

Omnicom Group owns Cutwater and DDB; the other agencies are independents. The visits are slated for the week of April 16 and the Kent, Wash.-based client will name three or four finalists by month’s end. Estimated account billings are less than $10 million.

The company markets beef jerky under the brand names Oberto, Lowrey’s, SmokeCraft and Pacific Gold. It also sells dinner sausages and specialty meats and competes with Link Snacks, ConAgra and Lance. Oberto does not currently have a lead advertising agency.

The winning agency will be tasked with building the brands through both traditional and nontraditional means, such as guerrilla marketing. The company hopes to select a shop in May.

Past ad outlays have been relatively modest. Major media spending on all Oberto brands totaled less than $1 million in each of the past few years, per Nielsen Monitor-Plus.