A trio of nut and dried fruit brands are looking to gain more market share. John B. Sanfilippo & Son, Inc. (JBSS), the parent company for brands Fisher, Orchard Valley Harvest and Squirrel, has named Terri & Sandy as its new strategic and creative AOR and Cage Point as its new media AOR. This comes following a multi-agency review for the business led by Joanne Davis Consulting that kicked off in April.
JBBS is looking to build awareness of its brands and drive category penetration with millennials and Gen Z consumers, which is why it brought on the new agency partners. Terri & Sandy will partner with JBSS’s marketing leadership on overall strategy and creative work across its full portfolio while Cage Point will focus on media planning and investment for the company. Initial work will debut later this year.
“We met outstanding agencies throughout the review,” said John Goetter, vice president of marketing at JBSS in a statement. “Terri & Sandy and Cage Point brought a level of strategic rigor, media savvy and creative freshness to the process that exceeded our expectations.”
Terri & Sandy brings extensive category experience to the new relationship, as co-founders Terri Meyer and Sandy Greenberg, along with managing director Tony Scopellito, spearheaded the Planters brand for eight years while at FCB.
The win is the latest in a streak of new business for Terri & Sandy, including Sennheiser’s Consumer Hearing division, Barr Hill Gin, Cambio coffee roasters and Universal Nutrition.
“We were super impressed with the team from JBSS,” said Greenberg in a statement. “They have a strong vision, are totally in sync with each other, and love fresh, original creative ideas. We did a lot of laughing together.”