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Lance has chosen gkv advertising as its lead agency, the client confirmed.
The Baltimore shop competed against two Charlotte, N.C., agencies, Wray Ward Laseter and The Bolt Group. Bolt will continue to handle the snack-food maker’s packaging design.
Gkv will create the Charlotte-based Lance’s first ads since 1998 when it launches the client’s newest product, Poppers, a line of mini-sandwich crackers and cookies in re-sealable packages.
Although the client will also boost spending for its line of Cape Cod and Thunder potato chips, Poppers, aimed at “tweens” and teenagers, is expected to reinvigorate the 90-year-old brand.
Billings are undisclosed.
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