Smart Balance Picks TBC

NEW YORK A New Jersey-based food company that previously did all its advertising and PR work in-house has selected a new lead agency, Brandweek has learned.

Smart Balance, Paramus, N.J., maker of Smart Balance and Earth Balance heart-healthy food products, is joining with TBC Advertising & Public Relations, Baltimore, following a review. Names of the other contending agencies were not revealed.

“Smart Balance has always been about being heart healthy and delivering great taste,” TBC president Tom Hollerbach said in a statement. “Our goal is to target a broader demographic group and grow the company’s expanding portfolio of Smart Balance products, and we’ll be using a variety of communications channels to accomplish this.”

A company rep said TBC would also handle all interactive media buying, as well as planning and creative. Traditional media planning and buying will be handled by Horizon Media, working under TBC’s guidance.

The value of the account was not revealed, but Smart Balance spent $30 million on ads in 2006, and was one of the top five fastest growing food companies in the country, according to Nielsen Monitor-Plus.