DavisElen Advertising has landed the estimated $1-2 million Farmer John account after a review.
The Los Angeles agency prevailed over three other finalists: Houston Helm & Co., also in Los Angeles; Kalis & Savage Advertising, Pacific Palisades, Calif.; and one undisclosed shop.
Farmer John is the brand name of the pork products marketed by the 67-year-old Clougherty Packing Co., based in Vernon, Calif. One of its best-known products is the "Dodger Dog," the hot dog sold at Los Angeles Dodgers games.
Clougherty Packing Co., a privately owned company with sales estimated at more than $325 million annually, is one of the largest pork processors in the West. The company primarily markets its products in Southern California but plans to expand outside the region.
"Our presentation was based around a smart strategic marketing strategy," said Bob Elen, the agency's president and chief operating officer. "We plan to turn them from a pork producer into a pork marketer."
Elen declined to elaborate on the agency's marketing plans for Farmer John.
Cliff Scott, principal of The Scott Group in Agoura Hills, Calif., and Tom Fuelling, a Laguna Beach, Calif.-based consultant who previously served as president of Lawry's Foods, were the consultants in the review.
The Farmer John account represents DavisElen's third win in the past four months. The agency won the $7-10 million Dep Corp. account in October, after a review. A month later it picked up the estimated $6-8 million USA Loan account.
"We're on a roll," Elen said.
In addition to Elen, DavisElen's pitch team included George Milliken, senior vice president and director of strategic services; Ben Benya, executive vice president and director of client services; John Evans, creative director; and Bill Elder, management services supervisor.