AgencySpy – June 14, 2018

By Erik Oster

T. Marzetti Company selected Cramer-Krasselt as its agency of record, following a review which included multiple agencies.

Cramer-Krasselt takes over for incumbent MullenLowe Profero immediately and will handle creative, brand planning, digital, social media, PR, media and programmatic media buying across the clients portfolio of 16 brands, including Marzetti salad dressings and dips, New York Bakery frozen breads and Sister Schubert’s homemade rolls.

“We want consumers to fall in love with our brands when and where they choose – C-K understood this naturally,” T. Marzetti chief marketing officer Bob Holtcamp said in a statement. “In our search for an agency partner, it was the authenticity of C-K’s work and their integrated approach, which focuses on creating value and connecting with consumers on their terms, that will help us share our story and drive growth in our brands. C-K has all the capabilities we need under one roof and we look forward to this partnership.”

“At the core of T. Marzetti and each of their brands is a great story,” added Cramer-Krasselt president and COO Karen Seamen. “The opportunity to further build these brands in consumer’s hearts and minds – and on their dinner tables — is huge. We are excited to get to work.”

Cramer-Krasselt’s first new campaigns for the client are expected some time this fall.

T. Marzetti spent around $113,000 on measured media domestically in 2017 and $30,000 in the first quarter of 2018, more than double what it spent over the same period last year, according to Kantar Media.