Fogarty’s Well-Baked Beans Lead To Ihf’s Ro-Tel Tomatoes

Fogarty Klein & Partners in Houston was awarded creative duties for International Home Foods’ Ro-Tel brand tomatoes without a review.
Billings were undisclosed but are not expected to exceed $2 million. Incumbent Young & Rubicam in New York will continue to handle media buying, according to Fogarty Klein representative Bettie DeBruhl.
The assignment was made based on Fogarty Klein’s work last year for IHF’s Ranch Style Beans. The agency created folksy advertising for the product, which is popular in the Southwest. The campaign, shot on location in Texas, produced the first television ads supporting the brand in 10 years, along with radio.
Tom Perlstein, vice president of marketing for Parsippany, N.J.-based IHF’s Southwest division, said:
“Fogarty Klein has developed a creative strategy that extended the Ranch Style heritage. For Ro-Tel, we need a strategy that will build on the brand’s strong regional presence. We know we have the right team to accomplish our goals.”
Fogarty Klein has been charged with developing a television, print and radio campaign for Ro-Tel that will break later this year.
Agency senior vice president and account director Bill Penczak said the mission for both IHF products is “to continue to expand the scope of their brand personalities.”
A national supplier and distributor of food products, IHF’s stable also includes Bumble Bee canned tuna, Campfire marshmallows and Dennison’s chili.