Bess Eaton Chain Taps RDW

Bess Eaton Coffee Shop & Bakery has named RDW Group its agency of record.
The account, valued at $2 million in annual billings, is expected to encompass radio and outdoor advertising, public relations, promotions, and Web site development.
The Westerly, R.I., client is looking for help competing against rivals in New England that include Dunkin’ Donuts, Honey Dew Donuts and Starbucks.
RDW was tapped following “three to four very lengthy phone conversations,” as well as three presentations, said agency senior vice president Josh Fenton. Other contenders for the assignment were not disclosed.
The Providence, R.I., agency’s experience with client New England Coffee gave RDW a leg up, Fenton said.
“This gives us another strong New England brand, and the opportunity to reposition it builds a lot of momentum and touches every division of the agency,” said Fenton.
Bess Eaton–which has 56 stores throughout Connecticut., Massachusetts and Rhode Island–intends to open 10-15 additional stores a year. The chain has not done ongoing advertising for the past few years, said Fenton, adding that RDW was brought on to help tackle brand issues and reposition the company.
“They’ve had a lot of mixed messages over the years, and they haven’t done broad-based consumer advertising,” said Fenton. The company did not previously have a tagline. Outdoor ads are expected to break June 26, while radio ads will begin running June 28.
The program does not initially include TV advertising, although RDW expects that to eventually be part of the mix, Fenton said. K