Lactalis Selects Partners and Napier

CHICAGO Lactalis American Group, which markets the Sorrento and Precious brands of cheese in the United States, has tapped independent Partners and Napier to handle its estimated $30 million marketing account, the agency confirmed.

The Rochester, N.Y., agency will handle Sorrento and Precious mozzarella, ricotta and snack cheeses, as well as President brand Brie, Camembert, feta and other varieties.

“The opportunity to further engage our consumers is enormous,” said Frederick Bouisset, president and CEO of the Buffalo, N.Y., company, in a statement. “Partners and Napier shows strong consumer insight, extensive experience in lifestyle branding and proven ability to integrate traditional and digital media to help us meet this challenge.”

The assignment will include traditional advertising duties, as well as public relations, sales promotions and online assignments.

Five agencies pitched the account: MRA in Syracuse, N.Y.; the Neiman Group in Harrisburg, Pa., Ten United in Pittsburgh and Roberts & Tarlow in New York. The previous agency, Eric Mower & Associates in Rochester, did not participate.

The company spent about $1 million in each of the past two years in domestic measured media, according to Nielsen Monitor-Plus. The company’s overall marketing budget is in excess of $30 million, according to an agency representative.