Aurora Foods Passes More Syrup To O&M

Aurora Foods has moved its $5-7 million advertising account for Mrs. Butterworth’s syrup to Ogilvy & Mather here from Sive/Young & Rubicam in Cincinnati.
The move consolidates both of the Columbus, Ohio-based company’s syrup accounts at O&M. The agency has handled the Log Cabin brand since Aurora acquired it from Kraft Foods in 1996. O&M’s New York office handled it when it was owned by Kraft.
Gary Willett, an executive vice president with Aurora, said consolidating the syrup business at one agency made “good business sense.” He cited O&M’s overall brand management expertise and experience in the category as reasons for the shift.
Willet also credited O&M with playing a key role in Log Cabin’s resurgence. Sales of that brand have jumped 20 percent since it was relaunched last year. O&M’s first TV spots, which broke a year ago, were themed, “In the heart of every home there’s a little Log Cabin.” Aurora is hoping for similar success with the Mrs. Butterworth’s brand, Willett said.
O&M’s first task will be to craft a “longer-term, sustaining” campaign for Mrs. Butterworth’s,
Willett said. The new work, scheduled to break during the first quarter of 1999, will likely continue to use the Mrs. Butterworth’s “talking bottle,” shaped like its namesake, Willett said.
The company plans to spend $5-7 million on the Mrs. Butterworth’s brand next year, Willett said, with a comparable amount earmarked for Log Cabin. “We want to put more emphasis on advertising [for Mrs. Butterworth’s],” Willett said.
Aurora spent only $733,000 on advertising for Mrs. Butterworth’s in 1997, according to Competitive Media Reporting. That figure jumped to nearly $4 million for the first six months of this year, with much of that money spent on a TV spot from Sive/Y&R touting a new recipe for Mrs. Butterworth’s Lite.