Tastykake Taps Berlin Cameron/Red Cell

NEW YORK WPP’s Berlin Cameron/Red Cell has landed creative duties for the Tasty Baking Company, according to Vince Melchiorre, chief marketing officer for the Philadelphia-based company.

Berlin Cameron will focus on strategy and creative advertising for the company’s flagship Tastykake brand while Harmelin Media in Bala Cynwyd, Pa., will handle media duties.

“This is an exciting time for us at Tasty Baking Company as we re-focus our energies on aggressively marketing our Tastykake brand,” Melchiorre said in a statement.

According to CMR, the company has not spent any money in media on the brand in 2001 or 2002. The last available figures are for 1998 in which the company spent less than a half million.

A TV campaign is scheduled for later in the year in selected markets, the client said.

Weightman Group was the long-tine incumbent and is based in Philadelphia. A client representative said the business moved to Berlin Cameron without a review. Tasty Baking Company CEO Charles Pizzi, a Philadelphia native, is also an acquaintance of Berlin Cameron principal Andy Berlin, who spent part of his youth in Philadelphia.

The New York agency’s clients include The Coca-Cola Co.’s Coke Classic, Nestea Cool and Dasani brands as well as Nestle’s Purina PetCare, New York Life, and the National Basketball Association.