Shredded Cheese Maker Switches Ad Shops

CHICAGO Sargento Foods has awarded its advertising account to Jacobson Rost following a review, a company representative confirmed.

Five agencies, including incumbent DDB Chicago, were involved in the formal review, which was launched about 60 days ago, the representative said.

The Plymouth, Wis., marketer of shredded cheese was seeking an agency that was closer to its headquarters, the representative said. Jacobson is located in Sheboygan, Wis.

DDB won the business in 1997 following a review. Recent TV work carried the “Just say cheese” tagline and showed children frolicking on a lawn and the closeness of families. A DDB representative could not be reached for comment.

Sargento’s media expenditures have dropped recently. It spent $2 million in 2002 but nearly $8 million the previous year, according to CMR.