BBDO Lands Birds Eye Business

Brand had been at TBWA\Chiat\Day

BBDO, which gained a place on Pinnacle Foods’ agency roster less than two years ago, has been given additional creative assignments for the company's Birds Eye brand.

The business was previously at the agency’s Omnicom sibling TBWA\Chiat\Day.

Pinnacle spent close to $17 million in measured media support behind Birds Eye in 2011, according to Nielsen. That amount does not include marketing on the internet.

In 2010, BBDO won duties on Pinnacle grocery brands such as Duncan Hines, Vlasic, Aunt Jemima and Mrs. Butterworth's. The agency previously worked with Pinnacle CEO Bob Gamgort when he was the Mars brand's North American president. He replaced Jeffrey Ansell as Pinnacle CEO in July 2009.

Mark Schiller, president of Pinnacle’s Duncan Hines Grocery division, said the shift, which came without a review, reflected BBDO’s success on Duncan Hines and Vlasic.

TBWA\Chiat\Day landed Pinnacle’s frozen food brands, including Birds Eye, in September 2010, just two months after the marketer hired Kirshenbaum Bond Senecal + Partners for the business. KBS+P and the marketer split over what was then described as creative differences.