MicroBatch Ice Creams, Philadelphia, will be the smallest advertiser on Super Bowl XXXIII, thanks to Mail Boxes Etc., San Diego. MicroBatch won Mail Boxes Etc.'s second annual small-business contest tied to the game. MicroBatch's commercial, featuring company founder Jeremy Kraus, 22, will appear in the middle of a 30-second spot, sandwiched between advertising for Mail Boxes Etc., on Fox's Jan. 31 broadcast of the game between the Denver Broncos and Atlanta Falcons. Kenneth C. Smith Advertising, San Diego, handles Mail Boxes Etc.'s advertising, though the estimated $15 million account is in review and is expected to move to Ogilvy & Mather, Los Angeles.
Copyright January 1999, Crain Communications Inc.