QUAKER HEAPS MEDIA, CREATIVE WORK ON FCB: WINS INCLUDE $100 MIL IN BUYING, PLANNING; $23 MIL PRODUCT LAUNCH

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Quaker Oats Co. handed $100 million-plus in media buying and planning to Foote, Cone & Belding, Chicago, which also got the creative nod for a $23 million introduction of Cap'n Crunch Bars.

Sister True North Communications unit TN Media had just $25 million to $30 million in spot TV and network radio buying before the move, picked up with its acquisition and absorption of Bayer Bess Vanderwarker. The new business, awarded without a review, makes TN Media the largest media buyer for Quaker and cuts J. Walter Thompson USA, Chicago, and Western International Media, Los Angeles, out of the picture.

JWT LOSES $30 MIL

About $30 million of the gain comes from JWT, which had handled daytime as well as kids and news dayparts. The remaining $70 million-plus came from Western International.

JWT ceased being a Quaker creative agency when the company sold its pet food brands to H.J. Heinz Co. in 1995.

Jordan, McGrath, Case & Taylor, New York, Quaker's other agency of record, keeps late night and prime-time buying and planning for all Quaker brands.

"We see some media cost efficiencies and I think we can leverage our advertising in the marketplace better with this system," said a Quaker spokesman.

TN will split the buying and planning duties between its New York and Chicago offices. New York will handle network other than prime time while Chicago will field print, spot TV, spot radio and network radio.

The new Cap'n Crunch product being rolled national is a chewy marshmallow cereal bar, and the brand's first venture outside ready-to-eat cereal. It comes in regular and Cap'n Crunch's Crunch Berries flavors.

The launch budget includes both advertising and promotion. Network TV advertising will break in June.

The company is calling the rollout its "first all-channel national snack rollout," encompassing warehouse clubs, mass merchandisers, and grocery and

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