NEW YORK -- Fresh Grey has won the estimated $10 million Vlasic Pickles condiments account following a review, the agency confirmed.
Foote, Cone & Belding in New York was the incumbent and did not defend. Finalists included Mezzina Brown & Partners and Hill, Holliday, Connors, Cosmopulos, both New York, and Top Spin in Princeton, N.J.
Fresh Grey is one of eight "villages" of Grey in New York, whose president and CEO Steve Blamer said in a statement that the win "affords our people the opportunity to partner with this key client and return the much deserved luster to this icon brand."
Vlasic is owned by Pinnacle Foods Corp. in Mountain Lakes, N.J. The client's vp, general manager Timothy Spring commented, "When we learned that Hal Fass [from FCB New York] had decided to take over as [Fresh Grey's] evp, managing partner last summer, it convinced us that Grey was truly committed to their village system. We now have a 'small agency' with the resources of a worldwide agency."