Ketchum added to Hershey PR recipe

HERSHEY, PA: Ketchum has defeated Edelman and Ogilvy to be named PR agency of record for Hershey Baking Products (HBP), the division of Hershey Foods that produces baking items such as chocolate chips and baking chocolate.

HERSHEY, PA: Ketchum has defeated Edelman and Ogilvy to be named PR agency of record for Hershey Baking Products (HBP), the division of Hershey Foods that produces baking items such as chocolate chips and baking chocolate.

HERSHEY, PA: Ketchum has defeated Edelman and Ogilvy to be named PR agency of record for Hershey Baking Products (HBP), the division of Hershey Foods that produces baking items such as chocolate chips and baking chocolate.

Ketchum and Hershey have signed a one-year contract, with an option to renew.

The agency's appointment was network-aligned. David Sweeney, Hershey marketing manager for baking products, explained his group chose Ketchum because the agency is a division of Omnicom, the holding company which houses DDB Worldwide, HBP's ad agency of record for the past six years.

Ilene Smith, Ketchum account supervisor for HBP, said a four-person team at Ketchum Kitchen in San Francisco will create new recipes to be used to promote messages about the ease of baking, the convenience of baking with Hershey's products and the versatility of the product line. The recipes will primarily be distributed through the AP.

'People don't bake as much as they used to, so the baking field as a whole needs to be promoted in addition to this particular aspect of Hershey's,' said Smith, who plans to target magazines including Redbook, Ladies Home Journal and Better Homes and Gardens to reach a target audience of women with children.

Smith said Ketchum also plans to arrange a satellite TV tour in the fall to feature a chef or cookbook author preparing baked goods with Hershey's products.

Ketchum assigned two people from its 14-person food and nutrition group to the account.

Porter-Novelli was agency of record for HBP for seven years, but the relationship was terminated in December 2000. The agency and client split due to a disagreement over strategic direction.



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