Dole Retains BARC for In-Store Advertising

SAN FRANCISCO Independent shop BARC Communications has won an $8 million in-store ad account for Dole Packaged Foods, the agency said.

The shop won the account after a review that included three undisclosed agencies, said Ronda Reed, senior business manager on multi-serve packaged fruits. Flair Communications in Chicago previously handled the account.

Dole had previously worked with BARC during a promotional partnership that involved former client Kikkoman Sauces. “We were very impressed with them and their ability to bring together different groups in a partnership,” said Reed. “They had the inside track in the review. We really liked their work, creatively, and their personality.”

BARC’s in-store work for the Westlake Village, Calif.-client will begin in the fall and include promotions for Dole’s latest product launch, Fruit in Plastic Jars. The San Francisco shop will also work with Dole’s primary advertising agency, Dailey & Associates in West Hollywood, Calif., on strategic thinking for 2004.

The account will include executing holiday promotions for Dole this year as well as strategic and market planning and in-store creative for 2004.

“It’s a huge win for us and we’re very, very excited about working with Dole,” said Stephanie Penman, vice president and account director at BARC.