Zatarain’s Splits Account 3 Ways

DALLAS Peter A. Mayer Advertising has been awarded creative duties for Zatarain’s, the agency confirmed. Sources estimated the business is worth $8 million.

Independent shops Strategic Insight Media Partners of Westchester, Calif., and Rubin Postaer & Associates of Santa Monica, Calif., picked up the media portion of the account in the review, the client said.

Interpublic Group’s Mullen in Winston-Salem, N.C., which handled both media and creative for Zatarain’s, defended, the client said.

Independent WestWayne and Maxxcom’s Fletcher Martin Ewing, both in Atlanta, like Peter A. Mayer of New Orleans, also contended for both creative and media duties, sources said.

Client marketing chief David Dera said Strategic Insight and Rubin Postaer only contended for the media portion.

Strategic Insight will handle all media strategy, planning and print placement. Rubin Postaer will handle buying and placement of all other media, Dera said.

The Gretna, La., company, which conducted the review itself, makes New Orleans-style spices, sauces, rice mixes and seasonings. Sources said the review was the result of Zatarain’s entry into the frozen “bowls” product category, which also includes competitors like Uncle Ben’s and Aurora Foods’ Mrs. Paul’s.

Zatarain’s spent $8 million on advertising through November last year, according to CMR. The company’s 2001 media expenditures also totaled $8 million.