Juice Maker Seeks Shop for Shot at Consumers

Old Orchard Brands is in the final stages of a review for a new agency that will help the juice marketer target consumers in ad dition to trade customers.

The Sparta, Mich.-based com pany expects to make a decision within a few weeks, said Kevin Miller, sales and marketing coordinator. Miller, who led the review, reports to Mike McDonald, vice president of sales and marketing.

Sources pegged spending in the $1-3 million range over the next year, but that figure could grow as the company ex pands its markets.

Miller identified two finalists, Barkley Evergreen & Partners in Kansas City, Mo., and Cramer-Krasselt, Chicago, but declined to name others. C-K’s Milwaukee office previously handled Northland Cranberry Juice Blends, an Old Orchard competitor.

For the past several years, the juice maker has worked with Trus sell Advertising, Grand Rapids, Mich., doing limited trade and collateral.

The new agency will be charged with creating regional TV spots, radio and consumer print, Miller said. First work is expected to break by late summer in conjunction with the debut of some package re designs. The assignment will also include public relations, promotions and event marketing.

Old Orchard’s products, both frozen concentrate and ready-to-serve juices, are available in about a third of the U.S., primarily in the Midwest, Miller said. Markets in the west are being added.

“We’ve gone from a local to a regional to a soon-to-be national brand,” Miller said. “As we expand, we see the need to focus more on our brand, to build more brand equity and more loyalty with our consumers.

“We have sought out agencies that have a lot of retail and first-hand grocery-item experience.”