Bob Evans Farms Selects McCann Detroit as Creative, Shopper Marketing Agency

By Erik Oster 

Bob Evans Farms’ grocery products division, BEF Foods, appointed McCann Detroit as its creative and shopper marketing agency, following a review, effective immediately.

The news follow the arrival of Chicago ad veteran Bill Cimino as CCO in August.

“McCann Detroit has a genuine enthusiasm for our brand, and it’s clear that they understand and love our products,” BEF Foods president Mike Townsley said in a statement. “The Bob Evans name is already synonymous with wholesome, homestyle foods. Now, working together with McCann Detroit, we’re eager to bring our delicious offerings to even more dinner tables across the country.”


“We’re thrilled to team up with BEF Foods and spread the word about their incredible products filled with Farm-Fresh Goodness,” added McCann Detroit executive vice president, general manager Mel Smart. “The combination of our agency’s creative capabilities and their delectable foods is a perfect match. We look forward to bringing a new energy and a fresh intensity to the BEF Foods brand nationwide while strengthening their position as the category leader in refrigerated side dishes.”

BEF Foods also named IPG Mediabrands’ UM as its media buying agency of record. UM will be tasked with search and paid social, as well as traditional and digital media, and will work with McCann Detroit on brand strategy. Bob Evans Farms appointed customer engagement agency Meredith Xcelerated Marketing as its digital and social agency of record back in March of 2015.