MINNEAPOLIS: Food giant General Mills has hired The Maccabee Group to do event PR for a new Betty Crocker brand pancake mix. The dollar value of the assignment was not disclosed.
MINNEAPOLIS: Food giant General Mills has hired The Maccabee Group
to do event PR for a new Betty Crocker brand pancake mix. The dollar
value of the assignment was not disclosed.
Maccabee will oversee demonstrations of the new product - a pancake mix
in a pouch that is aimed at younger consumers - in four cities during
October, and is developing a character to appear at the demo events.
Maccabee’s Betty Crocker win can be attributed to past work it has done
with General Mills, according to agency VP Steve Shapiro. The firm has
handled projects for the food giant dating back to 1996, working on
assignments for the company’s charitable foundation and products such as
The pancake mix win came without a formal pitch.
The Betty Crocker work is one of three new assignments recently won by
Maccabee, an agency with roughly dollars 700,000 in annual PR fees. The
firm will also be handling sales promotion, event marketing and media
relations for Ax-Man Surplus Stores, a four-store Twin Cities chain,
another win owing to past project work.
The final new account is Minneapolis-based Schermer Kuehl, a marketing
design firm that became familiar with Maccabee after it created the PR
firm’s logo. Maccabee declined to disclose the dollar value and length
of any of these new assignments.