Allrecipes.com, Seattle, picked Suissa Miller, Los Angeles, over finalist McCann-Erickson, Seattle, as first agency. Allrecipes plans spending of $8 million to $10 million for 2000, with anticipated spending on an annualized basis around $20 million. A campaign including afternoon drive-time radio, online, outdoor and weekend cable TV is expected to launch with a redesign of the site in late summer, said Michelle McEttrick, a former BBDO
Worldwide exec who oversees advertising as director of customer acquisition. Ms. McEttrick said Suissa Miller won over Allrecipes by demonstrating an understanding of the online world and an ability to mesh branding with direct marketing. She noted Suissa Miller, whose clients include Dole Fresh Vegetables, Jenny Craig International and Boston Market, also has broad experience in the food market. Allrecipes offers recipes, coupons, a grocery list generator and links to e-grocers and ads of local supermarkets.
Copyright May 2000, Crain Communications Inc.