Updated: Fruit of the Loom Launches Ad Review

Brand spends more than $30M annually on media

After a dozen years at The Richards Group, Fruit of the Loom is reviewing its creative and media business.

Media spending on the brand exceeded $32 million last year, up slightly from about $31 million in 2010, according to Nielsen. Those figures don’t include online spending.

Pile + Co., a Boston-based consultancy, is managing the search, which is at the request-for-proposals stage, according to sources. Richards is not defending.

In a statement, Fruit of the Loom said that "with a new management team in place," the company is seeking an agency with a "fresh perspective on how to market [its] brands and strengthen consumer engagement."

Key decision-makers in the process include Kelly Thompson, svp of brand communications.  

The review comes just two months after Richards launched a new campaign for the brand. The new ads seek to contemporize the maker of underwear and sportswear by shedding the brand’s venerable “Fruit of the Loom guys” characters in favor of twentysomething men and women dancing, skateboarding and exercising. The tagline is “Move to comfort.”

Richards, an independent shop that’s based in Dallas, landed the business in October 2000. The agency typically doesn't defend accounts that go into review.

In its statement, Fruit of the Loomed described Richards as a "fantastic partner for over a decade," adding, "We are thankful for the commitment they've made to our company and brands."

Fruit of the Loom expects to complete its search in November.