A $10 million campaign for Lender's Bagels is expected this fall from Momentum, which was assigned the Aurora Foods account this spring following a review.
The St. Louis shop's campaign will position Lender's as "The bagel expert," said Donald Hayes, vice president and general manager for the brand.
Aurora Foods, based in Columbus, Ohio, purchased the fresh and frozen Lender's bagel line from the Kellogg Co. in November. Ad spending during Kellogg's last year of ownership dropped to barely $1 million after an $11 million outlay in 1998, according to Competitive media Reporting.
Aurora launched a review for the brand that included Momentum, Ogilvy & Mather in Chicago, Simmons Durham and Waylon Ad, both in St. Louis.
Momentum was initially asked for sales promotion ideas but presented the company with a "comprehensive, integrated campaign," said Mark Shapiro, the shop's president.
"We felt we wouldn't do the brand justice if we just chose to do sales promotion," Shapiro said. "We had to develop a branding position to put the promotion against."
The agency's campaign will convey the bagel expert message "in a whimsical, not heavy-handed fashion," Hayes said. Momentum's
other Aurora brands include Van de Kamp's, Mrs. Paul's, and Chef's Choice. K