Bimbo Bakeries Delivers Mrs. Baird’s to Moroch

Bimbo Bakeries USA has assigned the creative account for its Mrs. Baird’s brand to Moroch Partners.

The Dallas-based Leo Burnett affiliate (formerly Moroch & Associates) had previously worked with the client on a project basis. The account was awarded without a review.

Total advertising expenditures for the Mrs. Baird’s brand of breads and baked goods is estimated at $3-5 million. Asher Media in Dallas retains media planning and buying.

The selection of Moroch Partners comes two years after Grupo Industrial Bimbo, Mexico’s leading bread maker, purchased the Fort Worth, Texas-based Mrs. Baird’s and broke up its nearly 60-year relationship with DDB Dallas. At the time, company officials cited cost efficiencies in its decision to distribute various creative and media projects among a number of local agencies.

Now, said Arturo Chavez, director of marketing at Bimbo Bakeries USA, “we felt it was time to re-establish an agency relationship, given our future plans for growth.”

Moroch director of client services Jack Phifer noted that the selection of the agency expands Bimbo Bakeries’ relationship with Leo Burnett into North America for the first time. The client already works with Leo Burnett in Mexico and South America.

“We’re thrilled about working with these folks,” said Phifer. “They had been thinking about how best to move forward and had had a chance to work with us over the last year.”

The agency will develop television, radio, print and outdoor advertising that will appear in Texas and Oklahoma markets.

Mrs. Baird’s media spending through July 2000 was $2.3 million, according to Competitive Media Reporting.

Founded in 1908, Mrs. Baird’s has 10 bakeries in Texas and annual sales of more than $300 million.