TBWA\C\D Wins Hillshire Farm

NEW YORK Omnicom Group’s TBWA\Chiat\Day has been selected to handle creative duties on Sara Lee’s Hillshire Farm brand after a review against incumbent Element 79, the client has confirmed. Estimated billings are $25 million.

The win comes three months after TBWA\C\D in Playa del Rey, Calif., won creative duties on the client’s namesake bakery products and deli meats as part of the same review [Adweek Online, May 10].

Publicis in New York was the incumbent on the $35 million bakery and deli account, but withdrew before final presentations, leaving TBWA\C\D and Omnicom’s Element 79 in Chicago to contend for the business.

TBWA\C\D now handles creative chores on all of Sara Lee’s core brands, which also include Ball Park franks, Jimmy Dean sausages, State Fair corn dogs and Senseo coffee machines.

“We are looking forward to a creative partnership with TBWA\C\D to encompass the spectrum of our growing businesses,” said Kim Feil, senior vice president and chief marketing officer at Sara Lee’s food and beverage division. “The agency has been at the center of our recent success with the very popular Jimmy Dean brand, and we expect that our expanded partnership will deliver similar results across our other businesses.”

Major media spending on the six brands now at TBWA\C\D totaled about $110 million last year, according Nielsen Monitor-Plus.

The client is headquartered in Chicago.

—with Aaron Baar