The reassignments take Laurence, Charles, Free & Lawson/ N.Y. off the AHFP roster. LCF&L officials could not be reached.
Y&R picks up the Chef Boyardee Pizza Mix and Packaged Dinners brands and Dennison's Chili. WB&F gains the Maypo and Wheatena hot cereal brands in addition to Crunch 'n Munch, Polaner jams and jellies and Ro*tel tomatoes and green chilies. The Polaner brands and Ro*tel became part of the AHFP stable by way of acquisition earlier this year and were not at LCF&L.
LNA estimates the entire AHFP budget for 1992 at $26 million, but spending on many of the reassigned brands is minimal.
For Warwick, the assignments are a payoff for its 1992 acquisition of Isidore & Paulson/N.Y., which long handled AHFP business. For Y&R, which has taken several hits over the last few years from American Home Products' Whitehall Laboratories division, the shift represents its first wins of American Home brands in some time.
Copyright Adweek L.P. (1993)