Bakery Rolls Out Of JWT, Hands Creative to Tauche

Mrs. Smith’s Bakeries has withdrawn creative duties from WWP’s J. Walter Thompson here.

The maker of frozen desserts has selected Atlanta freelance creative director Kurt Tauche to handle branding initiatives and new product launches.

Tauche will oversee the creative portion of the estimated $2 million account. Media Solutions, also in Atlanta, is responsible for planning and buying. Harwood Marketing in Dallas handles promotions.

Gene Lewis, director of marketing for the client’s frozen foods division, said he anticipates an increase in broadcast and print advertising as the bakery introduces “Flip-it” cakes to the “tween” market.

Mrs. Smith’s is a subsidiary of Flowers Foods in Thomasville, Ga.,