DDB Wins Food Fight for La Victoria

LOS ANGELES – DDB Needham here spiced up its new business record with a La Victoria Foods win, landing creative and media planning duties on the $5-million account.
The packaged-goods client hopes the relationship marks the beginning of a sales turnaround for the Mexican foods brand, which has been on the decline. ‘La Victoria is in a dramatic growth category in the supermarket, but we’ve been losing market share because we’re not growing as fast as the overall category,’ explained Frank Yorio, La Victoria’s senior vp of marketing and sales. ‘We have a terrific product which badly needs more aggressive support.’
DDB Needham competed with finalists Hal Riney & Partners and Young & Rubicam, both S.F., according to the client. Agencies involved in the first round: Lord, Dentsu & Partners and Davis, Ball & Colombatto, both L.A. The incumbent was Latimar/Santa Clarita, Calif.
The win marks the start of DDB Needham’s second working relationship with Western International Media, which buys media for La Victoria and shares duties with DDB on the Vons account.
The La Victoria win follows DDB’s addition two weeks ago of the $15-20 million Gramercy Pictures account. The agency also lost two clients this year. $1-$2-million China Airlines left DDB for Suissa/Miller, Santa Monica, Calif., when the client split with DDB’s affiliate in that country. DDB also parted with the $2-million Kreiss Collection, a client DDB acquired when Bill Vogel joined the agency.
Copyright Adweek L.P. (1993)

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