Calloway’s to Go After Non-Gardeners via RD&F

DALLAS RD&F Advertising has picked up the advertising chores of Calloway’s Nursery.

The Addison, Texas-based agency won creative and media duties for the nursery’s Dallas/Fort Worth division following a review that included Concussion and The LaChapelle Agency, both of Fort Worth, Texas, the client said.

“RD&F has a lot of good ideas, a lot of high energy and presented a fabulous campaign for Christmas,” said client marketing manager Lincoln Angelius.

The chain, which has 16 retail locations in the Dallas/Fort Worth area and additional sites in San Antonio and Houston, previously used the services of Stuart Bacon Advertising, which closed its doors in September 2002.

RD&F principal and creative director J Frederick said the shop plans to create a campaign that reaches beyond the gardening fanatic. “They have a very strong brand and loyal customer base that we don’t want to isolate,” he said. “But we also want to present what they have to more non-gardeners.”

Billings were not disclosed. The Fort Worth client spent $1 million on media last year, according to Nielsen Monitor-Plus.