CCP Adds Boca Burger




Spending Boost Promised in Hot Category
CHICAGO–Boca Burger has become the third meat-alternative marketer to move its ad account in the past month, naming Chicago Creative Partnership its agency of record.
The shift followed a review that included San Francisco agency Ratje Chadwick & Co., said Katie Torres, Boca Burger vice president of marketing. Although ad spending has been $1-2 million annually, the company will more than double that figure over the next year, Torres said.
Company officials were impressed with CCP’s planning capabilities, food experience and “potential to do exceptional creative work,” Torres said. Ironically, CCP’s largest client is Bob Evans Restaurants and Foods, Columbus, Ohio, a company known for its sausage and meat products.
Incumbent McConnaughy Stein Schmidt Brown in Chicago was not invited to the pitch, and Torres declined to discuss reasons for the split. MSSB last summer produced Boca Burger’s first national campaign, which consisted of a series of humorous print ads tagged, “You won’t believe it’s meatless.”
Boca Burger’s shift follows agency changes by the leaders in the meat-alternative category. Two weeks ago, Worthington Foods of Worthington, Ohio, moved its $5 million Morningstar Farms account to Northlich Stolley LaWarre in Cincinnati from Columbus, Ohio, agency Fahlgren.
In December, Portland, Ore.-based Gardenburger shifted its $16 million account to the newly opened Chicago office of Rubin Postaer and Associates from Publicis & Hal Riney, Chicago, without a review.
–with Trevor Jensen