Adlhoch Wins Winchell’s Creative

LOS ANGELES Winchell’s Donut House has tapped Adlhoch Creative to handle creative on its $1-2 million account, the agency said.

The Los Angeles shop won the account following a review involving undisclosed agencies. Wasserman & Partners and Detroit Creative Group, both in Vancouver, B.C., previously handled creative.

Adlhoch will handle a brand repositioning for the Santa Ana, Calif.-based doughnut chain, as well as broadcast and print creative and possibly signage, said Adlhoch president and creative director Bruce Adlhoch.

Media duties will remain at Mediaspot in Corona del Mar, Calif.

After doing little broadcast advertising over the past decade, Winchell’s launched a TV campaign a year ago from W&P and DCG. Tagged “Warm n’ fresh everyday,” the spots reminded customers that when all else fails, they can still count on their doughnuts. The ads featured “John,” who experienced a run of bad luck like having his car break down and his girlfriend run off to Miami with another man.

It has not been determined if the current tag will remain, Adlhoch said.

The client did not return calls seeking comment.

Winchell’s was founded in 1948. It is the West Coast’s largest doughnut chain, with more than 200 locations in 12 states.