BBDO Wins Wish-Bone

Previously at BFG 9000

BBDO New York has further strengthened its relationship with Pinnacle Foods by adding the company’s newly-acquired Wish-Bone brand. The line of salad dressings had previously been handled by Barton F. Graf 9000 which added the business, then owned by Unilever, in 2012.

In August, Pinnacle said it was acquiring Wish-Bone. New work from the Omnicom agency is expected to debut later this year.

“Our mission is to reinvigorate iconic brands and we want to build this business so we’re very excited to be working with BBDO, which is the perfect agency to do it,” said Chris Slager, evp and division president of Pinnacle’s Duncan Hines grocery division.

Pinnacle first began working with BBDO in 2010 when it was awarded responsibility for grocery brands like Duncan Hines, Vlasic, Aunt Jemima and Mrs. Butterworth’s after a review. Two years later, the Omnicom agency added Pinnacle’s Birds Eye brand.

“There’s no greater compliment than when an existing client elects to expand its portfolio with you,” said BBDO New York president and CEO John Osborn, who celebrates his 10th anniversary in the job on Feb. 10. 

BBDO previously worked with Pinnacle chief Bob Gamgort when he was the Mars brand's North American president. He replaced Jeffrey Ansell as Pinnacle CEO in July 2009.