Flowers Bakeries Picks Match

Match has won the estimated $3 million advertising account of Flowers Bakeries.

The win marks the fifth consecutive victory for the Atlanta agency in the last nine months, a streak directly tied to the arrival of account-side veteran and current Match president Sal Kibler last winter.

“Sal completes the package,” said Match principal and creative director B.A. Albert. “She is extremely talented at running accounts and making clients feel loved.”

In addition to Thomasville, Ga.-based Flowers, the shop has won Stone Mountain Park, a Georgia tourism venue managed by Silver Dollar City of Branson, Mo;Creative Loafing, an alternative newspaper distributed across the South; Edwards Pies; and Georgia’s Department of Industry, Trade and Tourism—all located in Atlanta.

The recent wins total $10-15 million in new billings, Kibler said.

In the bakery competition, Match defeated crosstown rivals Ames Scullin O’Haire and Austin Kelley Advertising in the final round of a review that began last month.

“Flowers is already a very well-known brand,” said Albert. “They’re looking for new energy and new ideas.”

Ogilvy & Mather in Atlanta, which was absorbed into J. Walter Thompson’s office here earlier this year, was the incumbent. JWT did not participate in the review.

Client sources insisted that Mrs. Smith’s Pies, another Flowers brand at JWT, was not affected.

Match won the business, sources said, on the basis of its food industry experience—Albert’s credentials include working on the Ruby Tuesday, Kenny Roger’s Roasters, Publix and Edwards Pies accounts—and enthusiasm. During the pitch, Albert and Kibler rolled a miniature Flowers bread truck across a conference room table.

Match’s first creative efforts, scheduled to break this winter, will include television, radio and print advertising.

Pat Sibley of Media Solutions in Atlanta will handle media planning and placement.

“Now that we’ve won Flowers Bakeries,” deadpanned Albert, “I guess you could say we’re on aroll.”

Flowers’ signature brands, Nature’s Own and Sunbeam breads, are distributed in 40 percent of the U.S. market. Parent company Flowers Foods posted annual revenue in excess of $1 billion last year.