Columbus Foods Picks a San Francisco Agency to Create Its First National Campaign

Eleven will cover media, creative and digital

Make that two wins in as many weeks for San Francisco independent shop Eleven.

Today, the agency added Columbus Foods, a producer of salami and Italian craft meats, following a competitive review. There was no incumbent shop on the business. 

Eleven's mandate covers media, creative and digital for the client's first national advertising campaign, which is set to break in May.

"We were looking for an agency partner who is creatively ambitious given our aspirations for where we want to take the brand," said Michael Fox, Columbus senior vice president of marketing and innovation. "It's important for us to tell the history of our brand while embracing a modern point of view that captures the craft nature of our nearly 100 year old business."

Meanwhile, Eleven is preparing ads for GoTo, which is in the process of spinning off from software company Citrix Systems. The maker of GoToAssist, GoToMeeting, GoToMyPC, GoToTraining, GoToWebinar and other products tapped Eleven last week to help it fashion a stand-alone identity. GoTo's debut campaign will appear in the second half of the year.

Eleven has a penchant for creating innovative work for a range of business and consumer clients, often using unexpected tactics to garner earned media buzz. One recent example is Eleven's bus-shelters campaign for Virgin Atlantic. That work used Google Street View to take users "inside" the carrier's cabins before they bought tickets.