Rural Retailer Selects KPC

Looking for an agency with experience in farm services and retail, Orscheln Farm & Home turned to the St. Louis and Kansas City, Mo., offices of Kupper Parker Communications.
KPC picked up the estimated $3 million account following a review that involved eight agencies in Kansas City, St. Louis and Iowa. Len Sadek, marketing manager at the Moberly, Mo.-based client, declined to identify the competitors or specify spending plans.
Orscheln, a 38-year-old family business, operates 89 stores in eight states, with concentrations in Missouri and Kansas. Its outlets cater to farmers, selling everything from bagged feed to automotive supplies to work clothes.
Advertising in the form of circulars and occasional radio spots has been handled in-house, Sadek said. The decision to bring in an outside agency was made after Sadek joined the company about a year ago from Agway in DeWitt, N.Y.
KPC’s initial task will be to coordinate strategic research aimed at broadening that media mix, with an eye toward TV and direct mail, Sadek said.
“We want to come out with a uniform communications strategy to both farmers and [general market] consumers, [and] make some more noise,” Sadek said.
KPC’s Kansas City office will service the account, while its St. Louis operation will handle creative and strategic work for the client.