NEW ORLEANS: Kupper Parker/ Fitzgerald here has been named agency of record for six brands recently purchased by B&G Foods as well as the company's pickles and bagel snacks.
The account adds an estimated $3-5 million in billings to the shop. KPF's work will include print, radio and television ads for the brands.
Last summer, Roseland, N.J.-based B&G Foods purchased from Nabisco Foods the Regina vinegars and cooking wines, Vermont Maid syrup, Brer Rabbit Molasses and Wright's concentrated hickory seasonings--also known as Liquid Smoke. B&G Foods also bought Trappey's peppers and Red Devil Hot Sauce from E. McIlhenny Sons.
"We met the Fitzgerald people in the context of buying Trappey's and Red Devil from McIlhenny and we liked them and were impressed with the work they had done [for those brands]," said Marvin Schwinder, B&G Foods marketing director.
B&G held an informal review and after talking to several shops decided to give KPF the account for the new products. B&G had previously used agencies on a project basis.
On tap in the near future are a new balsamic vinegar product for B&G's Regina line and a new label for Vermont Maid syrup.
The client will roll out the first bottles of balsamic next month, with a national television and print campaign scheduled to break in the spring during the product's peak season. Regina is a leader nationally in the wine vinegar category in both the retail and commercial segments.
"Vermont Maid will get a face-lift," Schwinder said. "The maid will stay basically the same, but the label and the bottle are getting a complete overhaul."
KPF is also handling B&G's regional pickle and pepper brands, which are market leaders in the Northeast, and the company's growing bagel snacks brands--New York Style and Burns & Ricker.
"We felt KPF had a big idea for building strength with a unified campaign for commercial and retail customers," Schwinder said.