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Q: Ad agencies and supermarket products ( Answered,   0 Comments )
Subject: Ad agencies and supermarket products
Category: Business and Money > Advertising and Marketing
Asked by: adicon-ga
List Price: $15.00
Posted: 09 Nov 2006 19:50 PST
Expires: 09 Dec 2006 19:50 PST
Question ID: 781533
I have developed a premium food item that I want to market through
chains of grocery stores such as Kroger and Publix. I want to develop
a comprehensive marketing campaign to include branding, a logo,
packaging, merchandising, displays, etc. I need assistance from an
accomplished advertising agency. I know that Leo Burnett of Chicago is
responsible for a disproportionate percentage of America's most
popular advertising icons (
Can you recommend three advertising agencies other than Leo Burnett to
handle such an assignment? I would like the rationale for each
recommended agency (i.e., resume of prior relevant successes) and the
names of the key people for me to contact.
Subject: Re: Ad agencies and supermarket products
Answered By: keystroke-ga on 10 Nov 2006 19:26 PST
Hello adicon,

Thank you for your question.

Here are my recommendations for your ad agency.  I have included one
large company (Lowe), one medium (DeVito/Verdi) and one small (Younnel
Advertising). All have national clients and have been successful in
numerous ad campaigns.

1. DeVito/Verdi New York

Relevant clients:
Pepsi SoBe
Grey Goose Vodka
Solgar Vitamins

Sample ad:
(for Meijer)

Contact info:
Ellis Verdi
(or fill out the "Contact" form on the website above)

2. Lowe

Relevant clients:
Grey Poupon
Bertolli olive oil

New York Times

The New Yorker
"The Ketchup Conundrum"

'Many years ago, one mustard dominated the supermarket shelves:
French's.  It came in a plastic bottle... If you looked hard in the
grocery store, you might find something in the specialty-foods section
called Grey Poupon, which was Dijon mustard, made from the more
pungent brown mustard seed.  In the early seventies, Grey Poupon was
no more than a hundred-thousand-dollar-a-year business.  Few people
knew what it was or how it tasted, or had any particular desire for an
alternative to French's or the runner-up, Gulden's... Then they hired
the Manhattan ad agency Lowe Marschalk to do something, on a modest
budget, for television.  The agency came back with an idea: A
Rolls-Royce is driving down a country road.  There's a man in the back
seat in a suit with a plate of beef on a silver tray.  He nods to the
chauffeur, who opens the glove compartment.  Then comes what is known
in the business as the "reveal."  The chauffeur hands back a jar of
Grey Poupon.  Another Rolls-Royce pulls up alongside.  A man leans his
head out the window.  "Pardon me.  Would you have any Grey Poupon?"'

Contact info:
For new business enquiries, contact:

3. Younnel Agency

Relevant clients:
Muir Glen Organics
Maruchan Ramen Noodles
Maple Leaf Consumer Foods

Contact information:
Younnel Advertising, Inc.
2502 Beverly Place
Stockton, CA 95204

Tel: (209) 948-9339
Fax: (209) 948-4924


On an end note, you may find the following article helpful.  It
details how some people have gotten their products into supermarkets
in North Carolina and then nationwide.

Raleigh News and Observer
"Small firms, big orders"


New Yorker--
"The Ketchup Conundrum"

Search terms:
gauger and santy
china mist tea company
kohnie's coffee
meijer ad agency
olive oil ad agency
lowe marschalk
muir glen organic advertising agency
lempert company lowe marschalk
lowe agency
devito verdi

If you need any additional clarification, let me know and I'll be glad
to assist you.  Best of luck with your quest!

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