COLUMBUS, OH: Borden Foods has picked Golin/Harris over a pair of multinationals for a six-figure PR campaign.
COLUMBUS, OH: Borden Foods has picked Golin/Harris over a pair of
multinationals for a six-figure PR campaign.
Golin bested Fleishman-Hillard and Porter Novelli, the only other firms
that had been invited to pitch for the business last year. The account
is for Borden’s new Pasta Anytime product.
According to director of corporate communications Lynn Anderson, Golin’s
work for clients such as Pillsbury and Haagen-Dazs impressed the
company, as did the firm’s understanding of the prepared meals food
category. Anderson also noted Golin’s receptiveness to having results
measured in terms of sales and media coverage.
PR work has already begun in the 11 markets where Pasta Anytime is now
available, though final plans for national PR are still being
Borden expects to have the product available nationally by late May or
early June. Anderson expects that the rollout PR will include
traditional media relations as well as event work that encourages
While a final PR budget has yet to be determined, Anderson confirmed it
will definitely be in the sub-dollars 500,000, six-figure range. Borden
will spend dollars 14 million on ads, which won’t appear until
Borden is banking heavily on Pasta Anytime, hoping that it will anchor a
line of prepared products. The Pasta Anytime offerings are shelf-stable
meals packaged in microwavable trays, each of which contains one pouch
with precooked pasta and another with a sauce.
Borden’s main products are Classico pasta sauce and the Prince and
Creamette lines of macaroni. The company no longer owns the dairy that
produces Borden-branded milk products, however.
The account will be based out of Golin’s flagship Chicago office. VP
Patti Tobin will oversee the four-person account team.
Borden Foods netted sales of dollars 547.9 million in 1999.