LOS ANGELES Hormel Foods International Corp., which markets Hormel Foods products outside the U.S., has hired Worldwide Partners agencies Kalis & Associates and Samuelson Talbot to handle advertising for its Spam and Stagg brands in Australia and New Zealand, the agencies said.
The independent shops pitched against Clemenger BBDO in Australia. Billings were undisclosed, but sources estimated that Hormel would spend $4-5 million on advertising in those markets.
Kalis & Associates in Pacific Palisades, Calif., will serve as the lead agency on the business, working with Samuelson Talbot in Melbourne, Australia. Work will include TV, radio, print, point-of-sale and outdoor advertising, said Murray Kalis, chairman of Worldwide Partners and chief creative officer at Kalis & Associates. Samuelson Talbot will also handle media planning and buying.
"Our role is to provide the best local knowledge to Hormel Australia to ensure market success, but equally important, through Kalis, provide a communication stream back to Hormel USA to ensure that global brand strategies are implemented," said Michael Wall, the head account director on the business at Samuelson Talbot. He said the agency has experience launching American brands, such as Whitman's Chocolates, to market leadership in Australia.
Hormel had only implemented minor above-the-line activity in Australia and New Zealand in recent years and instead focused on establishing a solid distribution and sales network, said Wall.
Kalis introduced Samuelson Talbot to Hormel executives. Kalis & Associates handles advertising for Stagg Canned Chili in the U.S. Presentations took place at Hormel corporate headquarters in Austin, Minn., and at HFI regional offices in Australia.
The break date for the first campaign is still being determined, but Stagg advertising would likely roll out in late December, said Wall.
The client did not return calls seeking comment.