Aunt Jemima Brands Join Berry-Brown’s Quaker Mix




DALLAS-Berry-Brown Advertising here has won the $4-5 million account of Aunt Jemima syrups and mixes, adding another key Quaker Oats brand to its client lineup.
Although no formal review process took place, Quaker Oats chose between Berry-Brown and another of its roster agencies, Foote Cone & Belding in Chicago. The account was previously at Jordan, McGrath, Case & Taylor in New York.
Both Berry-Brown and Quaker Oats officials in Chicago declined to disclose annual billings. Spending for 1997 is on target to hit approximately $4.5 million, according to Competitive Media Reporting.
Berry-Brown will be welcoming a well-known national brand that has not only a century-long history, but also recent category success. Aunt Jemima non-frozen products had a year-to-year sales increase of 15 percent in the second quarter, according to Mark Dollins, Quaker Oats’ director of corporate communications.
Berry-Brown will utilize both its general and Hispanic marketing capabilities for a full range of creative and media development services.
“It’s one of the premier brands in the country,” said agency president and executive creative director Jim Hradecky.
Dollins said Aunt Jemima will continue to use all media vehicles, including television, in its branding efforts.
Dollins declined to discuss details of the agency decision, which had been considered since March after Quaker Oats removed Aunt Jemima and other brands from Jordan, McGrath, Case & Taylor. Foote, Cone & Belding had acquired $40 million worth of Quaker Oats cereal line billings at that time.
Other Quaker Oats brands served by Berry-Brown include Quaker Rice Cakes and Quaker Grits. The Dallas agency also does Hispanic work for Cap’n Crunch cereal and Gatorade.