‘Sweetheart of Texas’ Is Engaged

Imperial Sugar, Anderson Make It Official
DALLAS–Anderson Advertising in San Antonio has capitalized on two years’ worth of project assignments to gain agency of record status for Texas brand icon Imperial Sugar.
Chuck Anderson, president of the agency, said the shop expanded its role by producing radio commercials noting the 150-year-old brand’s Lone Star ties, namely with the “Sweetheart of Texas” themeline.
“We’re looking at a full-year program that will entail radio, FSIs and promotional opportunities,” said Anderson. The agency also will be responsible for media planning and placement on the estimated $1 million account.
Imperial Sugar is the cornerstone product of Sugar Land, Texas-based Imperial Holly Corp., which has formally cut ties with longtime shop DDB Needham Dallas (formerly Tracy-Locke Advertising). Last year, Imperial Holly generated $1.8 billion in revenue from its various consumer, agricultural and industrial cane and beet sugar products.
The company, which was incorporated 75 years ago but traces its roots to a raw sugar mill built in South Texas in 1843, has been making acquisitions to increase its market reach and industry standing. Currently, Imperial Sugar’s product line extends to Texas and its contiguous states.
Anderson’s assignments will not include other brands of the publicly held Imperial Holly. The company will seek to change its name back to the Imperial Sugar Co. at a shareholder’s meeting later this month.
Anderson Advertising was awarded the account without a formal review, according to the agency.