Save Mart, FoodMaxx Hire Glass/McClure

LOS ANGELES Glass/McClure has been tapped to handle advertising for Save Mart supermarkets and FoodMaxx warehouse stores, the agency said.

The independent shop in Sacramento, Calif., was selected following a review that began with 20 agencies before being reduced to the incumbent, Kroll Advertising in Clovis, Calif., and one undisclosed shop.

Billings were not disclosed, but sources estimated that the client would spend less than $10 million on ads. According to Nielsen Monitor-Plus, Save Mart spent approximately $3 million on ads for its brands in 2003.

Glass/McClure will primarily handle broadcast creative, and is in the process of determining a media partner.

The privately held Modesto, Calif., client, which operates 84 Save Mart and 40 FoodMaxx stores in Northern and Central California, will continue to handle most of its print advertising in-house.

“They’re very successful, they’ve had consistent growth and they’re very committed to the communities they’re in,” said agency vice president Paul McClure. He added, however, that the chain is facing increased competition from companies like Wal-Mart, WinCoFoods, Albertsons, Safeway and Vons.

Glass/McClure’s first ads for Save Mart are expected to break in late June.

The shop, which has 28 employees and claims billings of $35 million, also works with clients including Amtrak, Cal Trans, the Department of Boating and Waterways, Brand Source and Mercedes-Benz dealers in Sacramento and Reno, Nev.