Mauna Loa Nuts, Joint Juice Choose G/F/D/M

From juice to nuts, the accounts are starting to roll in to G/F/D/M, according to the shop’s CEO, Ken Gal.

The Los Angeles agency, which was formed in May, is set to unveil work on two new accounts that were brought in through the shop’s San Francisco office. The agency was launched when principals from the former Asher/Gal & Partners joined forces with San Francisco’s Zuckerman Fernandes & Partners.

The marriage appears to be working. Mauna Loa Corp., which dominates the macadamia nut category, has asked G/F/D/M to launch a print and radio effort—the Hilo, Hawaii-based company’s first advertising since 1988. Sources said the account is worth about $5 million.

Also, San Francisco startup Joint Juice has called on G/F/D/M to promote a beverage formulated with glucosamine to promote healthy joints. Sources said the account, which will focus mainly on outdoor and radio ads, is worth about $2 million.

“In this economy, any win is very, very important,” Gal said. “And these are very good wins for us. These are both quality clients and both quality brands.”

Joint Juice chairman and CEO Kevin Stone said the goal is to convey the health benefits of the product to distinct demographic groups.

“The challenge is to reach older people who might otherwise get their glucosamine from taking six horse pills each day,” said Stone, a medical doctor who founded the privately held company in June. “We also want to reach younger, more active people who can prolong their physical activity with the help of Joint Juice.”

Mauna Loa, meanwhile, com mands nearly 80 percent of the macadamia nut category and had sales of about $100 million last year, Gal said.

G/F/D/M president and creative director Al Fernandes said the client was prompted to resume advertising by the prospect of competition from peanut giant Planters.