Eagle Supermarket Chain Lands At Houston’s Fogarty Klein, AdPlex

Fogarty Klein & Partners in Houston teamed with AdPlex, a local digital imaging and printing company, to land the advertising account of Eagle Food Centers, a 91-store supermarket chain in the Midwest.
Agency principal Rich Klein said Fogarty and AdPlex have been charged with creating a stronger brand identity for the company, which operates stores in Illinois, Iowa and Indiana as Eagle Country Markets and Eagle Food Centers. The company also operates an experimental, limited-assortment concept called Bogo’s.
Klein said Eagle chief executive officer and president Bob Kelly has committed to a stepped-up marketing initiative, which will include a return to television advertising for the Milan, Ill.-based chain.
The bulk of Eagle’s previous marketing has been devoted almost entirely to circulars and limited radio advertising. Klein said his agency has proposed a budget of $15-20 million, which would encompass media, broadcast and print advertising, public relations and direct response assignments.
The advertising budget is still being finalized. Eagle’s annual sales exceeded $1 billion in 1996.
Klein said he was first contacted about the account in April, though he was not told which other shops were pitching the supermarket’s advertising business. The agency made a formal presentation to Eagle executives two weeks ago and was informed of the win last week.
Eagle joins a Fogarty Klein & Partners roster that already includes sister supermarkets Randalls and Tom Thumb in Texas. Klein said Randalls executives approved of the win since its two chains do not compete with Eagle.
Eagle executives could not be reached to discuss the agency selection at press time. The company’s advertising was previously handled by Ivie & Associates, Davenport, Iowa, according to Klein.
AdPlex, which works with Fogarty Klein & Partners on other accounts, will be responsible for producing circulars developed by the agency as well as in-store merchandising materials.
Fogarty Klein & Partners has also agreed to have staffers at Eagle headquarters to manage day-to-day marketing projects.