Gardetto’s Names 6 Finalists

Incumbent Cramer-Krasselt Participating
CHICAGO–Five coastal agencies and the hometown incumbent are finalists for Milwaukee-based Gardetto’s snacks $5 million account, the company said last week.
The finalists are Pedone & Partners and Berenter Greenhouse & Webster, both New York; Odiorne Wilde Narraway & Partners and Zuckerman Fernandes & Partners, both San Francisco; and McKinney & Silver, Raleigh, N.C. Incumbent Cramer-Krasselt, Milwaukee, is also in the running, said Greg Gardetto, consumer marketing manager for the family-owned snack company.
Gardetto’s initially contacted about 17 agencies across the country. The six finalists will make another presentation before a selection is made in mid-October, Gardetto said. Media buying, also at C-K, could be part of the package but might be unbundled, he said.
C-K has handled the business since April 1995. Current TV spots, airing in spot markets, back Gardetto’s new “Light N’ Crispy” snack line. The current tagline, “It’s the taste,” could change with a new shop, Gardetto said.
The company began the review because it had “nothing to compare [C-K] to,” Gardetto said. Midsized agencies were favored because “we want to make sure we’re a good part of their business,” he said. Strategic planning capabilities are a key in the review, he added.
Gardetto’s garnered a 3.3 percent share of the salted snack category with $44.5 million in sales for the year ending Aug. 16, according to Information Resources. Sales were down 5.5 percent from the previous year.
–Trevor Jensen