Russell Stover Names Cutwater as Agency of Record

By Erik Oster 

Iconic chocolate brand Russell Stover has selected San Francisco-based independent agency Cutwater, whom you may remember for their “Strength Has No Gender” Brawny campaign, as its agency of record, following a review. VML was the incumbent on the account.

“We were seeking an independent agency that is passionate about reinvigorating iconic American brands and making them culturally relevant,” Russell Stover vice president, marketing Mark Riegel said. “In our process of looking for a partner, we looked for chemistry — people you want to sit across the table from, true rock stars who are human, approachable and collaborative. Cutwater showed us this and we’re looking forward to working together.”

Cutwater will be tasked with leading communications efforts including creative, brand strategy, communication planning and social for the Kansas City-based brand, which was acquired by Swiss chocalatier Lindt in 2015.


“We are thrilled to be partnering with Russell Stover, one of the most well-known confectionary brands in the country,” added Cutwater principal and president Christian Hughes. “We look forward to leveraging all of our talent and resources within the agency to help the brand tell a fresh story in the years to come.”

Russell Stover spent around $500,000 on measured marketing in 2017 and over $400,000 in the first six months of 2018, according to Kantar Media.