Once A Regular For Lunch, Mckay Will Roll Out Bistro's Products

BOSTON – McKay Fried Communications has entered the packaged-goods field, picking up an assignment from The Common Market Trading Co. in Quincy, Mass.
The Boston shop, previously known as McKay Fried & Partners, was awarded the account after a review of undisclosed agencies. McKay Fried will develop a brand identity, design product packaging and create and place advertising for the client’s new specialty foods business, which this summer will begin marketing a line of imported and domestic food items.
Billings will be about $1 million for an initial print-based effort introducing the client’s polenta and risotto products, said agency chief executive officer John McKay.