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Fresh thinking for established brands has won Fogarty Klein Monroe more than $25 million in new assignments from client ConAgra.
The Irvine, Calif., food company has moved the creative accounts of both Pam Cooking Spray and its entire line of Hunt’s tomato products to Houston-based FKM.
Hunt’s was previously handled by Euro RSCG McConnaughy Tatham in Chicago. Pam was last held by D’Arcy Masius Benton & Bowles in New York.
No review was held. The assignments were made in January following a successful holiday broadcast project given to FKM, which boosted flagging sales of Pam.
The agency suggested that ConAgra refocus attention on Pam in that campaign as the original category-maker, rather than on brand extensions such as lemon- and garlic-flavored offerings.
One television spot depicted a boy leaving a can of Pam and a note for Santa not to get stuck in the chimney.
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