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DavisPartners Adds U.S. Mills

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DavisPartners has leveraged project work for U.S. Mills into a broader relationship, and is preparing to launch a trade and consumer effort for the marketer of natural cereals and crackers.

DavisPartners is now charged with promoting the Needham, Mass., client's four cereal brands—Erewhon, New Morning, Uncle Sam Cereal and Farina Hot Wheat— in efforts targeting the grocery trade and consumers, ac cording to agency president Tom Davis.

The Boston shop expanded its role with the client without a formal review, Davis said.

Annual spending will be in the $1-2 million range.

"Each brand gets its own campaign," Davis said. The goal is to help the brands "compete against other healthy cereals" for shelf space in stores and general awareness among adult consumers who regularly buy organic and natural cereals, he said.

Some trade print efforts will launch immediately, including ads for New Morning with a tagline promising, "New taste. New look. New commitment." Creative for a large-scale push slated to appear in the first quarter of 2002 is currently in the planning stages. Ra dio may also be added to the mix, Davis said.

DavisPartners claimed 2000 bil lings in excess of $20 million. The shop works for a mix of consumer and business clients, including Invesco Funds, SolidWorks, FleetBoston, OneCore Financial, Salem State College and DataViz. In April, the shop launched a national print push for Redington's fly-fishing gear.