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King’s Hawaiian Bakery has named Interpublic’s Los Angeles-based Dailey unit to handle its integrated communications following a review.
The Torrance, Calif.-based producer of Hawaiian sweet bread previously worked with L.A. agency Brand 33. Dailey will handle advertising, promotion, Web site development and social media for the family-owned company as well as media planning and buying.
Media spending on the brand, which is distributed nationwide, was $500,000 last year, excluding digital, per Nielsen.
King’s Hawaiian was founded more than 50 years ago in Hilo, Hawaii by Robert Taira, one of the first businessmen to bring Hawaiian food to the mainland.
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