Bakery Brings Californians to Texas

NEW YORK Bimbo Bakeries USA has tapped independent O’Leary and Partners to handle advertising duties for its Oroweat, Francisco and Entenmann’s brands, according to the agency.

O’Leary, headquartered in Newport Beach, Calif., would establish an office in the Dallas/Fort Worth area to better serve the Fort Worth, Texas-based client.

“This is a wonderful opportunity for our agency to represent a world-class company with leading brands,” said O’Leary president Jim Harrington. “We are thrilled to have been chosen to help grow these three great brands.”

The Orowheat, Francisco and Entenmann’s work was previously handled by independent Black Lab, Venice, Calif. That shop won the estimated $5 million account following a summer 2004 review which included O’Leary & Partners and Interpublic Group’s Foote Cone & Belding, Irvine, Calif. [Adweek Online, Aug. 2, 2004]

A current advertising budget was not disclosed.

Bimbo Bakeries USA, a division of Mexico’s Grupo Bimbo, operates 13 bakeries and distributes brands such as Mrs. Baird’s, Oroweat, Thomas’, Entenmann’s, Tia Rosa, Bimbo and Marinela.

—Brandweek staff report

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