McCain Awards Food Service Account to Smith Brothers

By Erik Oster 

McCain Foods has named Pittsburgh-based Smith Brothers as the agency of record for its food service business, following a review conducted by JLB+ Partners.

The assignment encompasses strategic planning, creative, production, media, analytics and web development in support of the food service business. No small potatoes, McCain Foods claims to be the leading manufacturer of frozen potato and snack food products, supplying a range of products to food service marketing, supplying retail, restaurant, quick-serve and school outlets.

“Smith Brothers has an impressive background in the food industry and a proven ability to engage and drive results in a fast and competitive market,” McCain Foods vp, marketing and innovation Maria Ellis said in a statement. “They also bring dedicated capabilities in all marketing channels, which is critical to our desire to fully integrate our go to market programs.”


The agency has extensive food, restaurant and CPG experience across traditional advertising, digital and social, full media and analytics, as well as an in-house production studio. Smith Brothers also recently introduced a product innovation offering that has delivered new products for brands including Smuckers.

“We have made an investment in building our agency as a food-focused enterprise and we are excited to bring all that expertise to help further extend the McCain brand in the food service channel,” Smith Brothers CEO Lindsey Smith said in a statement.

Smith Brothers will begin working with McCain immediately, with its first work expected in the first quarter of 2020.

McCain Foods spent an estimated $177,000 on marketing in 2018, with spending down to $20,000 over the first nine months of last year, according to Kantar Media.