Lame Press Release Alert

By Kiran Aditham 

So many bad puns, such wasted amount of text. Today, we toast Zimmerman, who landed Captain D’s earlier this week, for knocking out this silly little press release that touts their win of the George Foreman household appliance account. While most of it is comprised of the usual snooze-inducing hullabaloo, it begins excellently with:
“Powerhouse contender Zimmerman Advertising knocked nine other agencies out of the ring to win the George Foreman household appliance account.” Full release after the jump…

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Powerhouse contender Zimmerman Advertising knocked nine other agencies out of the ring to win the George Foreman household appliance account. The nation’s 14th-largest agency (according to Adweek) will act as full-service AOR, expanding the George Foreman brand to a line of other healthy cooking products whilst continuing the sales velocity of the core product, the George Foreman Grill.

“We considered some of the best agencies across the country in the course of this process,” says Evanghela Hidalgo, President and General Manager of the Americas Division for Applica Consumer Products, Inc. “Zimmerman is the perfect fit for us because they have the proven experience to help drive sales, and they also share our entrepreneurial spirit and business-driven culture.”

Zimmerman won the pitch over Ogilvy, Mullen, JWT, Y&R and DDB, among others, and initial work is planned to debut in the first quarter 2010.

“Applica has a very aggressive vision for the George Foreman brand,” says Zev Auerbach, Creative Partner at Zimmerman, “but vision without action doesn’t mean anything. That’s what we have been tapped to do for George Foreman–total brand activation. Despite all of the success the George Foreman brand has already achieved in the category, we believe their greatest asset remains its untapped potential.”

The George Foreman brand is the leader and innovator in the contact grill category, and Applica is reinvigorating and re-launching the product line. The brand is at a level of success that it is in a position to expand.

“I have professionally been a fan of the George Foreman® brand from the beginning; I have personally been a fan of the product for just as long,” says Jordan Zimmerman, Founder and CEO of the eponymous shop. “The leadership of the George Foreman brand in the contact grill category, its dominant market share of over 60 percent, and Applica’s relationship with all the major retailers fit right in with our view that no matter how big you are, there is the potential to grow bigger and bigger.”

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