Schwan’s Delivers Pizza to CM

Schwan’s Sales Enterprises is expected to move its $10 million Tony’s Pizza Service frozen pizza accounts from long-time incumbent Bozell Kamstra in Minneapolis to cross-town shop Campbell Mithun.
The shift, being made without a review, involves creative and media duties on the company’s Tony’s, Red Baron and Freschetta frozen pizza brands, sources said. Bozell Kamstra, which will retain interactive duties for the brands, had been the account’s agency for more than 20 years.
Bozell Kamstra officials confirmed the move, which they attributed to management changes at the client and CM’s extensive packaged goods experience. CM officials referred calls to the client. Officials at the Marshall, Minn., company did not return calls.
Bozell Kamstra successfully defended the business in a review just two years ago [Adweek, April 6, 1998] Schwan’s put the account into review after Bozell Kamstra’s parent company, Bozell, Jacobs, Kenyon & Eckhardt was purchased by True North Communications in 1997. The client perceived a conflict with TN flagship agency FCB Chicago’s Kraft business. Schwan’s was said to have ap-proached CM in 1998, but the shop couldn’t take on the business because then-client Domino’s perceived the frozen pizza brands as a conflict. Domino’s parted with the agency last year.
Schwan’s spent just over $9 million on advertising for all three brands last year, according to Competitive Media Reporting. The bulk of that, $7.6 million, was for the Freschetta brand. K