Iconic Bakery IBC Taps Grey

BOSTON WPP Group’s Grey said it has added Interstate Bakeries Corp. for advertising chores.

The Kansas City, Mo.-based client’s brands include Wonder Bread, Twinkies, Home Pride, Beefsteak and the recently launched natural bread line Nature’s Pride.

Grey’s flagship office in New York will handle the business.

The client has been in Chapter 11 bankruptcy for the past four years and is now looking to reorganize via a $130 million capital infusion from New York investment firm Ripplewood Holdings. That investment was disclosed last month and IBC said it expects to emerge from bankruptcy in February.

Grey said new brand advertising is in development.

Despite the high-profile nature of the IBC brands, domestic ad spending in recent years had dipped to about $5-10 million annually, per Nielsen Monitor-Plus. Spending through August was $7 million.

Interpublic Group’s Campbell Mithun in Minneapolis had been IBC’s lead agency for nearly a quarter century.

“Campbell Mithun and IBC had a wonderful and productive relationship for almost 24 years, resulting in memorable, award-winning and highly successful [campaigns],” said Steve Wehrenberg, CEO of Campbell Mithun. “We wish our former partners at IBC well as they move forward.”