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BBQ Chain Wants L.A. Shop to Tell Its Story
LOS ANGELES–Italia/Gal Advertising has won a shootout for the $5 million account of specialty retail chain Barbeques Galore.
The Los Angeles shop prevailed over fellow finalist Heil-Brice Retail Advertising, Newport Beach, Calif. Incumbent The Phelps Group, Santa Monica, Calif., was eliminated in an earlier round.
“They liked our work, the strategic position we took. We analyzed their business pretty thoroughly and pointed out some opportunities that might have been overlooked in the past,” said Ken Gal, chairman and chief executive of Italia/Gal.
The client also consolidated media buying–formerly at Carat ICG, Los Angeles–with Italia/Gal, Gal said.
Addressing the challenge the client faces from home improvement chains, hardware stores and superstores such as Wal-Mart, Italia/Gal developed the line, “Not a barbeque aisle, a barbeque store,” said Gal.