Farmland Agencies Vie For Top Spot

Farmland Foods will hear presentations next week from its three advertising agencies vying for lead agency duties on its $10-15 million advertising account, officials said.
The three shops are incumbent lead agency Bernstein-Rein Advertising and public relations agency Barkley Evergreen & Partners, both in Kansas City, Mo., and Young & Rubicam, Chicago, which handles Farmland National Beef products. Each will present company officials ideas on how to increase consumer awareness of Farmland as it attempts to become a national player, said Bob Spielberger, Farmland Foods’ manager of advertising and creative services.
“We’ve been with Bernstein-Rein since 1995, and we thought we’d take a look around,” Spielberger said. The farmer’s cooperative has traditionally advertised in the Midwest, but is planning to expand its reach, he said.
“Farmland’s intention is to become a household name by 2010,” Spielberger said. “That’s part of the assignment.”
A decision is expected by Aug. 18, he said.
Momentum would appear to be with Y&R side. In March, the agency won the account for Farmland National Beef after a competition with Bernstein-Rein. The account was valued at $10 million, according to sources.
Regardless of which agency lands the lead agency duties, all three will likely continue working with Farmland, Spielberger said.
Farmland, which is a cooperative of 600,000 farmers and ranchers, will likely keep its tagline, “Proud to be farmer owned,” Spielberger said.
Farmland spent $5 million on advertising last year, according to Competitive Media Reporting. That number is expected to increase as the brand goes national, Spielberger said. Parent company Farmland Industries processes and markets beef, catfish and pork through its National Beef and Farmland Foods subsidiaries. K