Mintz & Hoke Launches First Ads for SMS Brands

Yofarm Parent Co. Seeks Awareness Boost With Offbeat Print Effort
BOSTON–Mintz & Hoke has launched the first advertising campaign for SMS Brands, the parent company of FrozFruit and Yofarm yogurt.
“We joined the Grocers’ Association of America [last year] and people were asking, ‘Who are you guys?'” said Matt Meehan, president and chief executive officer of SMS Brands. “So it was only natural to put together an ad campaign.”
The print effort positions the New York-based client, a self-proclaimed turnaround specialist, in a “noncorporate” way, said Meehan. “[Mintz & Hoke] has really captured our spirit. We’re a little offbeat, a little eclectic.”
One execution, which Meehan said was inspired by an actual SMS executive, shows a long-haired man on a motorcycle wearing a leather jacket. The headline reads, “If a man does not keep pace with his companions, it is because he hears a different drummer. Damn straight.”
The body copy explains that the SMS drummer “puts the heartbeat back in dying brands with big potential” and invites readers to “work with a company that shares your sense of rhythm.”
The campaign, intended to build awareness and recruit employees, attempts to “liberate men and women feeling trapped in a packaged-goods climate,” said Chris Knopf, president of Mintz & Hoke in Avon, Conn.
“[We want to reach] executives who really feel frustrated and want to get into a culture that allows them to use their brains and their skills,” Knopf said.
The ads will run through June in trade publications such as Supermarket News and Brand Marketing, an environment where Meehan hopes the executions will stand out. Mintz & Hoke handled media buying and planning chores.
In addition to FrozFruit and Yofarm, for which the shop already creates and places ads, SMS owns Cape Cod Potato Chips, natural foods retail chain Alfalfa’s Markets and pasta maker Purple Onion.