Once A Regular For Lunch, Mckay Will Roll Out Bistro’s Products

BOSTON – McKay Fried Communications has entered the packaged-goods field, picking up an assignment from The Common Market Trading Co. in Quincy, Mass.
The Boston shop, previously known as McKay Fried & Partners, was awarded the account after a review of undisclosed agencies. McKay Fried will develop a brand identity, design product packaging and create and place advertising for the client’s new specialty foods business, which this summer will begin marketing a line of imported and domestic food items.
Billings will be about $1 million for an initial print-based effort introducing the client’s polenta and risotto products, said agency chief executive officer John McKay. The 30-person shop will likely create point-of-purchase materials as well, he added.
Ads in food trade publications such as Nation’s Restaurant News will likely precede any consumer efforts, said Common Market president Greg McDonald.
McDonald defined the assignment as developing a marketing program to help make the brand “resonate with distributors, buyers and consumers.”
Common Market is in the process of negotiating shelf space in high-end supermarkets and gourmet food stores throughout the Northeast, McDonald said.
McKay has known McDonald since 1995. That year, McKay founded his agency in Quincy, down the street from one of several restaurants owned by Common Market. McKay frequently lunched at the bistro, and that association led to an invitation to pitch, McKay said.