Shops In Meat Market

Meat packer and processor IBP Inc. is talking to four agencies about developing a corporate branding program for its upcoming line of retail beef and pork products.
The Dakota City, Neb.-based company traditionally sells boxed meat to retailers, which in turn market the products to consumers under no specific brand names. But the company is now looking to create its own branded line of “value-added” retail products, from branded cuts of meat to prepared meals, said Jack Dunn, IBP’s president of value-added products.
“We want to hire a top flight agency and make them a full partner in building a value-added business,” Dunn said.
To that end, the company has contacted four agencies: Chicago shops DDB Needham and Foote, Cone & Belding; Fallon McElligott in Minneapolis; and TBWA/Chiat/Day in Playa del Rey, Calif., Dunn said.
Presentations are scheduled for late January and early February, and a decision is expected by early March.
Projected media spending was not disclosed, although Dunn said the company is committed to doing “whatever is necessary to build a brand and become the leader in the categories.”
IBP’s decision to create and market its own line of branded meats follows similar efforts by companies in the poultry industry, said Dunn, who came to IBP from Needham client Tyson Foods.
The products themselves are not expected to hit store shelves until early next year.