Meat Wholesaler Turns to KO

J&B Wholesale has enlisted Kruskopf Olson to handle its $2-3 million account following a review.

The shop, which is based in Minneapolis, was hired to increase awareness of the com-pany’s principalbrands, No Name Steaks and Midwest Pride, among grocery retailers and consumers, said Jeff Johnson, the Minneapolis company’s marketing director.

Competing with national entries such as IBP’s Thomas E. Wilson brand and Hormel products, No Name Steaks has concentrated its advertising primarily in the Midwest and some regions of California, according to KO president Bill Coontz. The company will continue its focus on those markets for the near term but is looking to expand beyond those regions eventually, he said.

The agency will begin work on the account by engaging in strategic planning over the next few months, with new creative expected early next year, Coontz said. No Name’s previous advertising, from Peri-scope in Minneapolis, revolved around a tenderness theme. It was unknown if that theme would continue.

“We’re going to go back to basics and determine what their brand equity is,” Coontz said.

KO won the business after a review of undisclosed agencies of a similar size.