Heil-Brice Expands With Marie Callender’s

LOS ANGELES Heil-Brice said it has won creative duties for Marie Callender’s Restaurant & Bakery chain.

The client spent $3 million in measured media in 2006, per Nielsen Monitor-Plus.

“It started as a project and matured into a [retainer] agency relationship,” said Hal Brice, president of the Newport Beach, Calif., shop. “We had been handling PR, some event marketing, and we’re even redesigning the menus.”

The first media campaign, with television, radio, in-store and interactive, breaks in the second quarter, Brice said.

HB management kept up its relationship with the client after losing in a review two years ago to DGWB. Brainsaw also did work for the client in the last year. Both independent shops are located in Santa Ana, Calif.

“We’ve enjoyed the interface with the client,” Brice said. “They are very professional and methodical and concentrated on growing their business.”

Jeff Morris will manage the relationship on the agency side. The lead creative directors assigned to the business are Joni Parenti and Michael Robertson.

With headquarters in Aliso Viejo, Calif., Marie Callender’s 139 restaurants are located principally in Southern California. Last May, Perkins Restaurant & Bakery in Memphis, Tenn., purchased the chain.

HB also handles the Los Angeles Clippers, Ketel One Vodka and Pathmark, among other clients.