Weider Nutrition Calls on Butler

Butler, Shine & Stern, a midsized shop that works with such clients as Midway Games, has won the $12-15 million Weider Nutrition ad business.

The decision comes after a review that included Arian, Lowe & Travis in Chicago and VitroRobertson in San Diego.

Butler will handle national advertising work for the client, while Mars Advertising in Detroit will handle promotions and marketing projects. Among the products Butler will promote are Schiff Vitamins, Move Free and Tiger’s Milk energy bars. Radio, TV and print work will likely break in September.

Greg Stern, president of the Sausalito, Calif., agency, said the upcoming ads will “not only bolster the brands … but accelerate sales in highly competitive categories.”

The review began last year. The last shop known to have worked with Weider Nutrition is Sasquatch Advertising in Portland, Ore.

Weider Nutrition is a publicly traded company and part of an organization started 61 years ago by legendary bodybuilder Joe Weider. The company went public in 1998.

Weider Health & Fitness, an umbrella group that includes Weider Publications, spent $21 million on media in both 1999 and 2000, according to Competitive Media Reporting. Advertising for Weider’s publications, which include Shape and Muscle and Fitness, was not part of the review.

Weider, based in Salt Lake City, is best known for its sports nutrition products, vitamins and nutritional supplements.