Nestle Taps DraftFCB to Revive Tombstone

Marketer Sought 'Big Idea' to Rebuild Equity

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In an effort to revive the brand, Nestle has awarded Interpublic Group of Cos.' DraftFCB marketing duties for its Tombstone frozen-pizza brand, which had been a dormant account for years.

This is the second recent brand shift at Nestle, which just last week awarded WPP's JWT, New York, its $50 million Lean Cuisine ad account.

DraftFCB won Tombstone after a pitch. The agency already handles creative for DiGiorno and California Pizza Kitchen, two of Nestle's other pizza brands; the marketer acquired DiGiorno, California Pizza Kitchen, Jack's and Tombstone from Kraft in early 2010. For Tombstone, DraftFCB will work on digital, mobile, social media and shopper marketing, with the possibility of adding additional disciplines in the future.

"We were looking for a really big idea to begin to rebuild Tombstone equity, one that could live across consumer touchpoints," said Todd Macsuga, director-marketing at Nestle USA. "DraftFCB demonstrated an ability to uncover and activate meaningful product, shopper, and consumer insights, and ultimately deliver a powerful creative expression."

"DraftFCB is very excited about creating great work for Tombstone in a very competitive category," said Michael Fassnacht, president of DraftFCB, Chicago. "We look forward to marrying deep category knowledge with smart consumer insights and creative excellence, all to make the Tombstone brand more relevant than ever."

Very little had been spent marketing Tombstone in the last four years. According to WPP's Kantar, Nestle did not funnel any measured media spending into Tombstone in 2010, and Kraft had only put about $27,000 in 2009 and none in 2008. According to Ad Age's DataCenter, Nestle's overall marketing spending in the U.S. in 2009 was about $1.3 billion.

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