JIMMY DEAN SELECTS LEO BURNETT, STARCOM

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(July 24, 2001) -- Jimmy Dean Foods, Cordova, Tenn., selected Bcom3 Group's Leo Burnett USA and Starcom to handle its estimated $10 million advertising and media account, ending a months-long new business drought for the agency.

Caroline Wise, vice president of marketing for the Sara Lee Corp. unit, invited several Sara Lee roster shops to vie for the account best known for its singer-actor-founder-pitchman Jimmy Dean.

In addition to the core brand responsibilities, Burnett will help launch Jimmy Dean's Fresh Taste FAST! line of sausage that cooks in less than one minute.

Lapiz, Burnett's Hispanic agency, will also participate on the account. Starcom has been the media agency of record for Sara Lee since 1998, while Lapiz has handled Sara Lee's Ball Park brand since 1999. Last year, Burnett won general market advertising duties for Ball Park Franks.

The account had previously been at Berry Brown Advertising, Dallas, which folded in December after its chief financial officer committed suicide amid financial irregularities. -- Kate MacArthur

Copyright July 2001, Crain Communications Inc.

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