CHERRY HILL, NJ: Lender's Bagels, once an iconic brand in the New York and East Coast market, has hired a PR agency to help revitalize the brand's image across the country.
The Bender Hammerling Group will promote the brand with the trade and business press as well as with consumers and within Lender's own sales organization, said Patti Goodman, VP and general manager for Lender's at Pinnacle Foods.
Pinnacle bought the Lender's brand in March and is investing $10 million to revitalize it with new packaging, PR, radio advertising and promotional activities, Goodman noted.
"Lender's is a brand which has been in the hands of several different owners over the years that have walked away from marketing support," Goodman said.
The company chose the agency after a personal referral from a Pinnacle executive who had been impressed with work the agency did for French's mustard, Goodman said. No formal RFP was issued for the account.
Pinnacle has reached out to members of the Lender family and will likely use them in PR efforts, said Stacey Bender, agency president. Family members had been in Lender ads when the brand was still family owned.
PR efforts will include bagel recipes for the holidays and the New Year along with decorating tips for making bagel holiday ornaments, Bender said.
Lender's has introduced new packaging and five new products recently. It's also stepped up promotional programs with producers of such products as cream cheese, butter and orange juice.
Lender's was a pioneer in selling frozen bagels beginning in 1962. It today competes in the frozen, refrigerated, and fresh bagel categories.