Incumbent Nixes Guenther Mixes

Henderson Advertising has resigned the White Lily Foods and Pioneer Flour Mills accounts.
The companies’ parent is holding a review. Shops from both the Southeast and Southwest are included, according to sources.
The brands are owned by C.H. Guenther & Son, which moved its marketing offices from Knoxville, Tenn., to San Antonio.
Kevin Janiga, vice president of consumer marketing at Guenther, said the move played a “small part” in the split with the Greenville, S.C., shop, but “primarily we were not on the same page strategically and the creative wasn’t as focused as we’d like. It was a great relationship, [we were] just not getting work we needed–one simple, powerful message we could use across a variety of media.”
Henderson chief executive Ralph Callahan said he enjoyed working with the client, but disagreed with Janiga’s core premise.
“One simple, powerful message does not apply to products with different attributes and benefits,” Callahan said. “White Lily is flour and corn meal–ingredient products–and muffin and brownie mixes–convenience products. Pioneer is primarily a gravy mix business.”
Janiga said the firm is talking to three undisclosed shops. Two finalists will pitch in January, with a decision expected later that month.
Competitive Media Reporting cites White Lily and Pioneer’s 1998 ad spending at $582,000 and $716,000, respectively; $106,000 and $343,000 through July 1999.
Guenther also operates White Wings, a Hispanic-targeted brand whose account is at Montemayor y Asociados in San Antonio. K