Partners & Simons To Launch Nutritional Bar

Medical Foods Selects Agency to Create Print Ads Targeting Kids

BOSTON: Partners & Simons here has added a tasty project to its roster after an informal review of four Greater Boston ad agencies.
Medical Foods in Cambridge, Mass., has tapped the shop to name, create packaging for and promote the company’s latest offering. Billings were not disclosed.
“[Partners & Simons] came highly recommended. We liked the variety of the work they had done and the intelligence exhibited in the delivery of message they chose for previous clients,” said Medical Foods chief operating officer Bob Jones.
The company’s newest product is a nutritional supplement bar for children on psychostimulant medication such as Ritalin, which commonly suppresses the appetite.
“The bar needs to be appealing to [children],” said Partners & Simons’ account director Gib Trub. “Also, we have to think of the acceptance factor. We want kids to feel like [the bar] is something cool to have.”
The as-yet unnamed product will be introduced this week at a trade show, Jones said. While Partners & Simons has suggested what Jones terms a “great” name, it is unclear whether the suggestion has already been trademarked. If it has, Jones said he plans to “knock on the door and negotiate something.”
Print ads targeting both children and their parents will begin breaking in January. Partners & Simons, an 8-year-old agency whose clients are mostly in the high-tech arena, will “probably” handle media placement, Jones said. “I don’t think we’ve actually pinned that down yet,” he added.
Media duties could be handled by Cambridge, Mass.-based FitzGerald Associates, the client’s public relations agency, Jones said.
The new product is only the second offering from Medical Foods, a 2-year-old company with 18 employees. Its flagship product, called NiteBite, is a bar containing mostly cornstarch and used by diabetics to maintain glucose levels while they are asleep.
Boston-based Lehman Millet handled advertising for NiteBite’s debut but is no longer working for the client, Jones said.