Lyon Advertising of Austin, Texas, picked up the advertising account of Fan Pans, a startup marketing sports-themed cake kits.
Lyon, hired after an informal review of undisclosed shops, is working on print and television advertising for Fan Pans' initial product line, Race Cakes, a kit that produces edible Nascar look-alike race cars.
A Fan Pans representative said the six-month-old firm's initial advertising budget is roughly $1 million.
Agency founder Doug Lyon said the shop is in the planning stages of a campaign that will launch next year. The effort will likely include national cable advertising on ESPN, TNN and TBS programs.
Melissa Germany, chief operating officer and vice president of Austin-based Fan Pans, said the company screened two other undisclosed agencies before selecting Lyon.
"We felt Doug and his group were a lot more innovative than the others we talked to . . . We could see the lightbulbs go off in their heads," Germany said.
Fan Pans is in the process of negotiating a licensing agreement with the Nascar organization. The company's current deal is with individual Nascar drivers as well as Ford and General Motors.
The Race Cakes kit--produced in conjunction with General Mills and Lucks Edible Images--includes cake mix, frosting and edible auto decals.
Lyon, who left Austin shop GSD&M to form his own agency in July 1997, said the lead for the new account came via a recommendation from his former employer.