Cape Cod Chips to Irma S. Mann

Irma S. Mann, Strategic Marketing has been retained for advertising chores by the Cape Cod Potato Chip Co.

ISM was brought aboard to help Cape Cod expand into new markets and boost it sales at least 20 percent this year, according to the client.

“Cape Cod continually looks at ways of penetrating new markets,” said Amy Sullivan, client director of marketing. At present, Cape Cod snacks are available in 45 states and five foreign countries.

Boston-based ISM, best known for its tourism and destination marketing expertise, was selected following a review of local contenders. The agency’s first assignment will be to create a “test campaign” that will break in the spring. That effort, which will include radio, is budgeted in the mid-six-figures.

The ultimate budget, scope and direction of a broader campaign, likely be unveiled later this year, have not been determined.

Formed in 1980, Hyannis, Mass.-based Cape Cod previously relied mainly on promotions and sampling to generate buzz for the company’s snacks. In addition to kettle-cooked potato chips, the client also markets popcorn, pretzels, tortillas and salsas. Cape Cod is a unit of Lance Inc., Charlotte, N.C., which purchased the company from a group of investors in 1999.