ROCHESTER, NY: Hoping to revitalize four of its ’mature’ brands, food giant Agrilink Foods has tapped the Green Bay-based Goltz Seering Agency to handle roughly dollars 250,000 worth of PR.
ROCHESTER, NY: Hoping to revitalize four of its ’mature’ brands,
food giant Agrilink Foods has tapped the Green Bay-based Goltz Seering
Agency to handle roughly dollars 250,000 worth of PR.
Goltz, which outlasted four other firms in a review process that began
last November, had previously worked on Agrilink’s Veg*All brand, one of
the products included in the RFP. Despite the company’s familiarity with
Goltz’s work, however, the competition was far from a slam dunk.
The agency produced a video featuring parents of agency employees
talking about revitalizing old brands as well as a CD featuring an
Agrilink-themed takeoff on the ubiquitous ’Mambo No. 5.’ The tactics
worked, according to Agrilink associate marketing manager Jim Brager,
who said that the company was charmed by a live performance of the
’Mambo’ parody by Goltz staffers.
Laural Virtues Wauters, Goltz’s VP of marketing/creative services, said
that Agrilink’s brands (which, besides canned vegetable mixture Veg*All,
include Krrrrisp Kraut and Silver Floss sauerkrauts and Freshlike canned
vegetables) are somewhat in need of an update.
’They’re all leaders in their categories, but they’re just flat right
now,’ she said. Silver Floss has been around since 1870, Krrrrisp Kraut
since 1911, Veg*All since 1926 and Freshlike since 1934.
For Veg*All, PR work will focus on the brand’s upcoming 75th anniversary
in 2001. The agency plans to stress Veg* All’s early roots as an
ingredient in pot pies - the company has been promoting it as a pot-pie
filling since 1937. To bring that message into the 21st century, Goltz
is planning to create a virtual pot pie on a Veg*All Web site it is