CHICAGO Cheese producer and marketer BC-USA has tapped Marc USA as lead agency on its Alouette brand of spreadable cheese after a review.
"Increasing brand awareness is a major goal for Alouette, and we feel that MARC USA's solid brand ideas and integrated mix of traditional and nontraditional media strategies will take the brand to the next level," said Christine Wiker, director of marketing for the New Holland, Pa., company, in a statement.
The independent Pittsburgh agency is already at work on a multimedia campaign for the brand, expected to break in 2006. The company's previous agency was WPP Group's Grey Worldwide. Contenders in the review and account billings were not disclosed.
BC-USA ad spending was negligible for the Alouette brand last year, according to Nielsen Monitor-Plus.