Continental Mills Sends Krusteaz Creative to Tombras

By Erik Oster 

Seattle-based consumer-packaged-goods company Continental Mills has a new creative partner from across the country.

The pancake and baking mix brand has named Knoxville agency Tombras as creative agency of record for its flagship brand Krusteaz, following a review.

Tombras’ responsibilities will include strategic planning, brand creative, digital, social media and analytics.


“Tombras demonstrated a level of strategic thinking, building off what we were planning and re-establishing our brand in a whole new light,” Continental Mills president and CEO Andy Heily said in a statement. “Their knowledge of the CPG space, and how they bring data into their strategic and creative processes is far and away above what the rest of the industry has to offer.”

“You better believe with a name like Krusteaz and being in the pancake category we’re going to have some serious fun with the creative,” Tombras president Dooley Tombras added. “And we look forward to making the brand more famous and getting even more families across America having fun and enjoying their products together.”

A source close to the matter claimed that Krusteaz’s budget will grow to an undisclosed amount in the coming year, as the brand invests in a significant marketing push. The agency search was conducted by Mercer Island Group.