Sasquatch Advertising has picked up ad duties for Weider Sports Nutrition International's American Body Building brand. Billings are more than $1 million, according to industry estimates.
As part of the assignment, the Portland, Ore., shop will introduce ABB's Extreme line of products, positioned for elite bodybuilders, and develop an umbrella campaign for all ABB products, which are distributed exclusively at gyms in North America.
Sasquatch already handles the Salt Lake City company's Signature and Metaform brands, which total about $2 million in billings.
"The addition of the brand allows us to push the creative in new directions," said agency co-creative director Greg Eiden, "[and] really cut to the to the emotional drive of hard-core bodybuilders." --Angela Dawson