Evans To Build Shelf Space For Jardine’s

Evans Advertising & Public Relations here has picked up ad duties for Jardine’s Texas Foods, a supplier of sauces and salsas planning to branch out from its specialty store niche.
The budget was still being negotiated, but the account is expected to bill less than $1 million the first year, according to agency president George Arnold. Next year the company is hoping to build its brands through placement on supermarket shelves as well as maintaining sales in stores like Neiman Marcus, Crate & Barrel and Whole Foods.
According to Jardine’s chief executive officer Neil Hamlin, those goals include boosting both national and international sales.
Hamlin said Evans was selected because of its ties to parent EvansGroup in Salt Lake City, along with that agency network’s experience in promotions, public relations and product testing.
“We’ll probably be doing trade and consumer [advertising] once we find out where those markets are,” said Hamlin. The company, however, will not diminish its specialty market efforts in pursuit of mass merchant sales, he said.
In April, Hamlin purchased the 19-year-old Jardine’s Texas Foods from its divorced founders, Dan and Lisa Jardine, according to newspaper reports.
The food company reportedly had $8 million in sales in 1997.
Although Jardine’s has more than 250 varieties of salsas, condiments, seasonings and sauces, Arnold said the company is likely to seek major distribution for only a handful of brands. Long-term strategic planning and limited trade advertising will be the focus for 1998, he said.
Hamlin said Jardine’s was not a marketing-focused company under previous owners, but his takeover will bring major changes in that arena. He comes to the table with a marketing background, including a role as partner with the late Don Sumner at defunct Dallas agency Sumner & Hamlin.