Veduccio Wins Holeless Bagel Account

By David Gianatasio

BOSTON–Veduccio, Levine, Coleman, Sampson & Partners has been tapped to help introduce the UnHoley Bagel, billed as the world’s first holeless, cream cheese-filled bagel.

A creation of SJR Foods in Boston, the new bagel is being rolled out in select markets in New England, upstate New York, Florida and elsewhere, said Veduccio, Levine president Russ Veduccio.

The UnHoley Bagel is currently being sold throughout the New England area and at approximately 7,000 locations across the nation, including BJ’s Wholesale Clubs, Cumberland Farms, several grocery chains, and 7-Eleven convenience stores, which recently placed an order for more than 1 million of the packaged bagels.

The Boston-based, eight-person agency was tapped by SJR Foods for creative development and media placement based on Veduccio’s relationship with client executives. There was no formal review for the bagel account.

The packaged goods client will spend more than $1 million on advertising this year, Veduccio said.

Ads likely will promote the product as ‘The Un and Only’ and begin breaking in newspapers in the next few weeks, Veduccio said. These executions will probably include a free trial coupon offer, he noted.

Television spots are being considered for later in the year, he added.

‘We are developing a campaign to target all consumers . . . anyone in search of a fast, nutritious and satisfying snack,’ Veduccio said of the strategy behind the upcoming campaign.

‘We feel confident that once (consumers) are introduced to the . . . UnHoley Bagel, they will be eager to try one out for themselves,’ he noted.

Larry Baras, owner of SJR Foods, could not be reached by press time last week. In a statement, he praised Veduccio, Levine for its ‘creative and imaginative marketing strategies.’

Veduccio, Levine is no stranger to packaged goods promotions. Earlier this year, the agency rolled out national TV advertising for Trani ice cream snacks.

The 2-year-old agency also represents, retail, business services, leisure and high-technology clients.

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