Foster Farms Tills S.F. Fields for Agency

LIVINGSTON, CALIF. – Foster Farms here lined up nine San Francisco agencies to pitch its $4-million account. The shops, Atlas Citron Haligman & Bedecarre; Goldberg Moser O’Neill; Goodby, Berlin & Silverstein; Hoffman/Lewis; Ketchum; Mandelbaum Mooney Ashley; McCann-Erickson; Hal Riney & Partners; and Young & Rubicam, will begin meeting with Foster Farms executives the first week of February. A decision is expected later that month or early in March.
The review, which does not include incumbent Chiat/Day, Venice, Calif., comes on the heels of a management change at Foster Farms. The poultry company’s new president, Bob Fox, who was formerly with Del Monte (at McCann) and Hunt Wesson (at Ketchum), is taking an active role in the selection.
Don Dorward, principal of Dorward & Associates, the Oakland, Calif.-based consulting firm that’s assisting in the review, said Foster Farms deliberately chose so diverse a list of contenders. ‘They want to see a cross-section of agency types and there’s no preconceived notion of whether big is right or small is right,’ Dorward said. ‘They wouldn’t want to wake up later on and say, ‘Doggone it. I really should have seen these guys.’ ‘
Chiat/Day had handled the account since the late 1980s and recently launched a new campaign for the firm.
Dorward said the decision to preclude C/D from the review was based on geography.
Copyright Adweek L.P. (1993)