Van de Kamp’s Consolidates Promotions Shop Takes Control of Account

Van de Kamp’s has consolidated its estimated $8 million consumer advertising account at Louis London in St. Louis, which will also continue to handle promotions for the frozen food marketer.
Losing out is William Eisner & Associates in Hales Corners, Wis., which won the company’s business in September 1996 following a review in which Louis London also competed.
St. Louis-based VDK merged with Aurora Foods, San Francisco, in April. Marketing executives at VDK subsequently looked at “a bunch” of possible agency changes before moving the consumer business to Louis London, said David Gardner, group product manager for seafood at VDK.
Louis London, which in recent years has expanded its consumer ad business, also handles media buying and planning for VDK, Gardner said.
The bulk of spending on VDK brands goes to the Mrs. Paul’s and Van de Kamp’s lines of frozen fish, with $6.5 million recorded in 1997, and $3.8 million this year through August, according to Competitive Media Reporting. The heaviest media schedule for the frozen fish is during Lent, which remains a period of increased fish consumption.
Spending behind the Celeste frozen pizza line has been minimal, while Aunt Jemima frozen breakfast products were backed with $427,000 in 1997, according to CMR. The company has a promotional tie-in agreement with the Nickelodeon cable network for Aunt Jemima waffles, pancakes and french toast.
VDK purchased Mrs. Paul’s from The Campbell Soup Co. and Aunt Jemima and Celeste from Quaker Oats Co. in 1996. –Trevor Jensen