CARVEL ICE CREAM ACCOUNT TO GO TO KIRSHENBAUM

West Coast Office Expected to Win $5 Million Business

By Published on .

SAN FRANCISCO (AdAge.com) -- Carvel Corp. appears close to handing its advertising assignment to Kirshenbaum, Bond & Partners West, San Francisco, executives familiar with the situation said.

The account, with billings of under $5 million, currently is at Della Femina/Rothschild/Jeary & Partners, New York.

Fudgie the Whale
Although the billings are modest, the account has a prestigious history, starting from early ads featuring the late Tom Carvel, who took to the airways in a campaign backing Fudgie the Whale ice-cream cakes.

Over the years, agencies with the account have included the New York office of Hal Riney & Partners, now Publicis Groupe's Publicis & Hal Riney, and Omnicom Group's TBWA/Chiat/Day.

Carvel, based in Farmington, Conn., is owned by Investcorp and has some 400 retail shops. The ice cream is also sold through 5,100 supermarkets as well at stadiums, arenas and theme parks nationwide.

Executives from Carvel did not return phone calls, while an executive at Kirshenbaum declined comment.

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