MVBMS Wins Reckitt Benckiser

Messner Vetere Berger McNamee Schmetterer/Euro RSCG has won Reckitt Benckiser’s condiment account following a three-month review, sources said.

The New York shop bested crosstown shops Deutsch and Arnold McGrath for the estimated $12-15 million business. MVBMS will handle creative duties for brands like French’s mustard, French’s French fried onions, Worcestershire Sauce and Frank’s RedHot Sauce.

TBWA\Chiat\Day and Kirshenbaum Bond & Partners in New York did not advance to the finals. DDB was originally a finalist, but later dropped out citing a potential conflict . The shop was replaced by Arnold McGrath (formerly Jordan McGrath Case & Partners).

The Wayne, N.J.-based client launched the review in late July when five-year incumbent Warwick Baker O’Neill in New York closed its doors. New York consultancy Roth Associates managed the search.

The latest spot from Warwick, which broke in April for French’s new Honey Mustard brand, features smiling families and couples enjoying mustard-laden turkey sandwiches, vegetables and pretzels. The spot used the signature tagline: “Smile. You’ve got French’s.”