The agency will initially create advertising for Chock Full o' Nuts and the Hills Bros. brand Sara Lee purchased from Nestle last year as well as "future business initiatives," said Randy Zeno, vice president of marketing for the unit. Billings will be in the $10 million to $15 million range, he said.
Additional brands within the unit include Chase & Sanborn and MJB, also acquired from Nestle.
When Sara Lee announced the review last May, it said it was talking to Chock Full o' Nuts incumbent WPP Group's Lord Group, as well as Sara Lee roster agencies Interpublic Group of Cos. shops Lowe Lintas & Partners and FCB Worldwide and Omnicom Group's DDB Worldwide.
Gotham, New York, was the division's intermediary agency during the review.