Flowers To Come Calling On Austin Kelley, Ogilvy

Flowers Baked Goods, a unit of Flowers Industries of Thomasville, Ga., will make final visits to two local agencies next week, sources said. Austin Kelley Advertising and Ogilvy & Mather will vie for the client’s estimated $5 million account.
The business is currently with Noble & Associates, Springfield, Mo. A third Atlanta shop, WestWayne, had made the finals, but it dropped out of the review last week for unspecified reasons. It is believed the client only wanted to consider Atlanta agencies because it wanted a shop closer to its southern Georgia headquarters.
Jerry Brown of Brown & Martin Consulting here is conducting the review. Brown confirmed he was working with Flowers, but referred further questions to the client.
Flowers officials could not be reached for comment at press time.
According to sources, client representatives will visit Austin Kelley and Ogilvy next week. No assignment has yet been issued, and it is believed that spec creative will not be a component of the final presentations.
Both agencies have strong packaged-goods and food-service backgrounds. Austin Kelley represents Honey Baked Ham, does regional work with some Pizza Hut franchisees and recently won the Churchs Chicken account. Ogilvy’s roster includes Krystal Co. (fast food), Food Lion (supermarkets) and McCormick & Co. (spices sold in stores).
It is not known whether the decision by WestWayne to withdraw from the competition will open the door for another agency, or if the client will proceed with just two finalists. A decision on a new agency is expected by the end of January.
Flowers has 39 bakeries in 50 states, selling bread, rolls, cakes, pies, doughnuts and snack cakes to restaurants, fast-food chains and supermarkets. Primary markets are in the Southeast, Midwest and West. Its flagship brand is Nature’s Own bread, but it also markets products under the BeeBo, Mrs. Smith’s, Betsy Ross and Holsum labels.