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Quikrete Cracks Opening Day Lineup

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ATLANTA In a new campaign for Quikrete, Fitzgerald + Co. targets homeowners weary of winter hibernation.

Under the company's new slogan, "King of the concrete jungle," the Atlanta shop launched a 30-second national television spot last week on cable channels DIY, ESPN, ESPN2, Fox Sports Net, HGTV and TLC.

The spot's launch was set to coincide in with Major League Baseball's opening day. The campaign will run through 11 game broadcasts in 22 markets with in-store promotional tie-ins.

"Launching with the start of the baseball season makes a lot of sense because our do-it-yourselfer demographics match perfectly with baseball's," said agency group account director Pam Piligian.

The animated spot shows dozens of the product's distinctive yellow bags forming and re-forming in an origami style to produce an array of large- and small-scale building projects. The effort, set to a quick, percussive soundtrack, was post-produced at Digital Kitchen in Chicago.

Print in trade publications including Do-It-Yourself Retailing, Home Channel News, Builder, Journal of Light Construction and Remodeling and consumer magazines like Sports Illustrated and This Old House broke in April editions.

Sixty-year-old Quikrete of Atlanta manufactures quick-drying concrete. The product is sold in home improvement centers including Lowes.