RDW Group Lands Winslow’s Coffee Following A Review Of 4 Agencies

New England Coffee Co., the maker of Winslow’s Gourmet Coffee, last week selected RDW Group to handle its $2 million account after a review.
The business was previously handled by The Hayes Group in Williston, Vt., which defended the account, according to David Vittorio, marketing manager of New England Coffee. Vittorio would not disclose the other contenders, saying only that four agencies were considered.
“We selected RDW because of its integrated approach to communications,” said Jim Kaloyandides, president of New England Coffee, in a statement provided by the agency. “The Winslow’s brand of coffee is in a position to grow and RDW’s strategic thinking is exactly what we need.”
In addition to promoting the Winslow’s brand through television, print and outdoor executions, RDW will handle trade advertising, public relations, direct mail and design duties for New England Coffee. The Providence, R.I., shop was selected for the account despite having limited packaged-goods experience.
The agency’s pitch team was led by senior vice president Josh Fenton, a former Leonard/Monahan employee; vice president Guy Shaffer; and senior account executive Pam Houlihan. The Hayes Group’s most recent work for the client was a television and radio campaign that broke just last month. The 30-second TV spot features a perky spokescharacter named “Joe,” who finds in Winslow’s a gourmet cup of coffee at a reasonable price. The ads carry the tagline, “For the people.”
The current campaign, running in Vermont and Portland, Maine, is a test effort only, Vittorio said.
The Hayes Group creative director Ken Millman and art director Jon Shenton, who both worked on the Winslow’s campaign, departed the agency last month to set up a creative boutique called Spike Advertising. Vittorio denied that those defections caused the review. “I wouldn’t say that,” he said. “We thought we needed to review our options for the 1998 TV campaign.”
Matt Hayes, president of The Hayes Group, could not be reached for comment by press time.
Winslow’s is the premium brand of Malden, Mass.-based New England Coffee, which has accounts with 6,000 restaurants and hotels nationwide. The brand is available through retail outlets in Massachusetts, Maine, New Hampshire and Vermont.