Marriner Tops Incumbents in Kellogg’s B-to-B Win

Kellogg’s Food Away From Home division has named Marriner Marketing Communications its lead advertising agency.

The Columbia, Md., shop defeated Chicago’s Leo Burnett, Noble & Associates in Springfield, Mo., and an undisclosed Midwest contender to capture the estimated $5-10 million account.

The business-to-business win en-compasses the combined Kellogg’s and Keebler food-service segment (cereals, crackers and snacks), whose customers are restaurants, schools, colleges and convenience stores.

Prior to the consolidation that triggered the review, incumbents Burnett and Noble had handled Kellogg’s and Keebler, respectively.

“The challenge was, ‘How do you take multiple products and make them relevant to the buyer or decision maker?’ ” said Marriner president Tighe Merkent. “We demonstrated a proven ability to help brands position themselves in this category.”

Marriner’s initial ad-vertising is expected to break in food industry publications such as National Restaurant News this summer.

The agency’s successful integration of Campbell’s V-8 and V-8 Splash in the food-service channel was key to winning the account, sources said.

“We completely repositioned that brand so they could compete against the large beverage companies,” said Merkent. “We leveraged the active lifestyle aspect of the drinks just as cola products went into decline, allowing us to take advantage of consumer trends.”

Marriner’s ad campaign for the Elmhurst, Ill.-based client will at-tempt that same kindof repositioning withwell-known, grain-based brands such as Frosted Flakes and Eggos as well as veggie burgers and nutritional cereal bars.

“The flatness of the cereal market makes this an interesting category,” Merkent said. “It’s all about snacking and grab-and-go products. We have to convince Kellogg’s clients this is good for them.”