See’s to Black Rocket

Black Rocket/Euro RSCG is getting a sweet deal.

On Nov. 1, Chris Chaffin will join the San Francisco shop as a creative director. He is also bringing with him the esti mated $5 million See’s Candies account.

Chaffin, 48, has been working on the 80-year-old candy maker’s account since 1987, first at the former Hal Riney & Partners here, where he spent 10 years, and then at his own one-man shop, Chaffin Advertising Construction, which he opened in San Francisco in 1996.

“Now more than ever, because of the dramatic events in the world, my timing for rejoining a shop couldn’t be better,” Chaffin said.

Chaffin is no stranger to the team of executives who formed Black Rocket in 1996. He worked with co-founder Steve Stone at Ketchum Advertising in San Francisco in the early 1980s. And he worked on the See’s account with Black Rocket co-founder John Yost at Riney in the ’90s.

“The opportunity to work on See’s again is a joy,” said Yost. “And the opportunity to add someone of Chris Chaffin’s talent and character makes this doubly sweet.”

“Chris Chaffin has been an integral part of See’s Candies’ creative team for many years,” said Richard Van Doren, the company’s vp of marketing. “We are confident that [his] joining Black Rocket will only enhance our relationship and further brand the See’s identity of tradition and quality.”

See’s is based in South San Francisco, Calif., and operates more than 200 retail candy shops throughout the West. The company was founded in 1921 by Charles See, and its packaging still carries a picture of his mother, Mary.