DGWB Keeps New Business Rolling

Pet Food Maker Nature’s Recipe Taps Agency for $5-6 Mil. Account
LOS ANGELES–DGWB continues to forge ahead on the new business front, picking up a premium pet food account.
Nature’s Recipe Pet Foods awarded its advertising account to the Irvine, Calif., shop after a closed review that included several undisclosed shops in California, Kansas and Texas, according to Jeffrey Bennett, the client’s founder, president and chief executive officer. Billings are projected to be $5-6 million, Bennett said.
Previous advertising was handled by Goldberg Moser O’Neill in San Francisco. The agency dropped the account earlier this year due to what sources said was a lack of ad spending by the client.
The Corona, Calif.-based pet food maker launched a review about four months ago, Bennett said. Agencies received creative assignments and gave presentations last month.
“[DGWB] was smart enough to realize they didn’t know it all,” Bennett said. “They came back to me [during the review] with what I was looking for. They did their homework.”
The agency, which has already completed a series of print ads for company, will also work on TV spots to air in spot cable markets. An ad campaign, to break later this year, will also include radio, collateral, strategic event and trade promotions, Bennett said. An infomercial is also a possibility, he added.
“I think we have a deep understanding of what kind of message will communicate with pet owners, since we’re pet owners ourselves,” said agency partner and creative director Jon Gothold. “This is going to be a blast. We expect to do some great work with [Nature’s Recipe].”
“The brand needs a voice that reflects Jeffrey [Bennett’s] passion and drive,” added DGWB vice president and partner Mandi Dossin. “The current brand message has been a little subtle. Consumers want to know there is a company out there crusading for their pet’s well-being.”
Nature’s Recipe, which Bennett founded 18 years ago, was purchased by Heinz Pet Products, a division of the H.J. Heinz Co., in 1996. It specializes in vegetarian and lamb and rice dog food formulas as well as other specialty pet foods, and has recently created a new line of food that specifically addresses the differing needs of AKC-recognized breeds.
The Nature’s Recipe win follows DGWB’s recent reunion with former client Clarion Car Audio to launch its Clarion Auto PC [Adweek, June 15]. –with Jane Irene Kell