NEW YORK WPP Group's Grey here has won the Sargento account, prevailing in a review that came down to Omnicom's Element 79 and independent Cramer-Krasselt, Milwaukee,and independent Barkley, Kansas City, Mo.
Independent Jacobson Rost, Sheboygan, Wis., which positioned the Plymouth, Wis., cheese company with the tag "Persnickety people. Exceptional cheese," was the incumbent on the business.
Last year, Sargento spent $13 million in measured media, per Nielsen. A new integrated campaign from Grey will bow next year.
In recent months, Grey has been on a new-biz roll, winning business from America's Natural Gas Alliance, T.J. Maxx, the NFL, Diageo's Don Julio, and Ketel One.
Chip Schuman, vp, marketing at Sargento's consumer products division, said: "We were impressed with Grey's creativity, strategic insights, promotional marketing capabilities and passion for brand building. Together, we look forward to driving our dynamic growth."
See also: "Grey Energizes Natural Gas Alliance"