Carton Donofrio Captures Vulcan-Hart

ATLANTA Carton Donofrio Partners will redirect advertising for Vulcan-Hart commercial cooking equipment towards chefs and restaurant owners, the company said.

The decision to change its marketing strategy prompted an account review, which CDP won last week. The Baltimore agency got into the national review after executives from the shop and the client met on a golf course.

CDP bested crosstown rivals The Campbell Group, Marriner Communications and August Lang & Husack as well as the Marlin Group in Springfield, Mo., according to the client. Incumbent Willis Case Harwood in Dayton, Ohio, did not participate. Annual billings are $2 million.

“Their creative was very focused and simple,” said Chris Stern, vice president of marketing at the Baltimore manufacturer, who also noted the shop’s Web site capability and “more aggressive, broader approach to PR.”

Previous efforts targeted dealers, with ads revolving around engineering and product points. “The dealer is still the most important partner in the triangle, but we feel we can extend our lead over our competitors by targeting end users,” said Stern. “We want the end user coming to the dealer asking for Vulcan.”

CDP will create an image campaign for the trade. Breaking in early 2004, the effort will include print, direct mail, interactive, public relations and media planning and buying.

Lisa Bucklin Williams, vice president and account leader at CDP, said she talked to owners and chefs of casual-dining chains and local restaurants. “We drew an analogy by asking chefs what they worry about most,” she said. “What they don’t worry about is their Vulcan.”

Vulcan-Hart is a subsidiary of Illinois Tool Works in Glenview, Ill.