Spong nabs Schwan's consumer, home delivery units

The company previously worked with M Booth.

MINNEAPOLIS: The Schwan Food Company has selected Spong as AOR for its consumer retail and frozen food home delivery subsidiaries, following a review.

Spong will work with Schwan’s Consumer Brands and Schwan’s Home Service. M Booth previously served as AOR for Schwan’s Home Service since 2009, and the Next Fifteen agency expanded to consumer brands Red Baron, Tony’s, Freschetta, Edwards, and Mrs. Smith in 2012.  

"I greatly appreciated the contributions from [M Booth chairman] Margie Booth, [SVP of consumer branding] Rich Goldblatt, and the rest of their team," said Mike Smith, senior director of PR and corporate communications at Schwan’s Shared Services, via email. "We decided to bring communications in-house for a while and then sought Twin Cities-based help for some key new projects in 2015."

Representatives from M Booth were not immediately available to comment.

PR will play a critical role in building brand awareness for Schwan’s as it launches new food products this year, said Smith. Spong’s media relations, influencer, and social media expertise will help the company "expand awareness and preference for Schwan’s retail and home delivery brands, starting with Schwan’s Consumer Brands’ newest Bon Appetit pizza," he said.

Smith has worked with Spong MD Julie Batliner in the past and asked her to bring in the agency team to meet Schwan’s marketers, he explained.

"From there, we selected Spong to move quickly on some key growth initiatives," Smith said.

The company was impressed with Spong’s ideas, chemistry, and food industry expertise, he added.

Schwan’s expects Spong to work on projects for both subsidiaries over the course of a year. Budget information was not disclosed.

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