HSR Business to Bus-iness' experience in the food-service sector helped it win the Vita-Mix ac-count, a client representative said.
The Cincinnati shop bested four undisclosed agencies for the business of the Cleveland supplier of drink blenders and food mixers, said Teresa Heavilin, Vita-Mix's marketing communications coordinator.
Nine-year incumbent Stevens Baron Communications did not participate. Billings were not disclosed.
Vita-Mix began the review in search of a fresh creative approach. Its long-running tag, "Serious products for serious blending," is likely to be scrapped, Heavilin said.
HSR's work for Horbart, a Troy, Ohio, food equipment maker, was a prominent part of its presentation and contributed to the shop's selection, she said.