Farmer Jack Plants Media Buying at Mars




DETROIT-The 100-store Farmer Jack Supermarkets chain has moved the majority of its broadcast media buying responsibilities from True North Communications in Chicago to Mars Advertising, Southfield, Mich., without a review.
The change in buyers now makes Mars the agency of record for the $3-5 million Farmer Jack account.
Mars Advertising had handled creative development for the supermarket chain, headquartered here, for the past four years, said agency president Marilyn Barnett, who will supervise the account along with Greg Holub, director of client services. Additional responsibilities include placing radio and TV media. Newspaper media placement will continue to be handled internally by Farmer Jack.
“Consolidating all our advertising and marketing programs under the Mars banner will streamline our organization and enable us to react quickly to take advantage of changing market conditions,” said Paul Coleman, the retailer’s vice president of advertising and media.
The Mars agency is responsible for the grocery store chain’s current radio jingle, which Coleman says has generated a positive response from customers.
For four years now, Mars has put together the annual Project Earth promotion for Farmer Jack and several other grocery store chains owned by A&P. Farmer Jack operates in southeastern Mi chigan markets.
Barnett’s relationship with Farmer Jack dates before the four years Mars has had the account. A former model, Barnett was an advertising spokeswoman for the grocery chain in the 1960s before founding the agency in 1973.