Backer Spielvogel Bates, Toronto, has come out the winner of Sunkist’s $2.5-million Canadian advertising account.

The account was held for the last 40 years by FCB/Ronalds-Reynolds.

California-based Sunkist Growers is the world’s largest co-operative marketer of fresh and processed citrus products.

Increased competition from off-shore citrus growers has prompted the company to explore new marketing strategies.

Best partner

The review was initiated to find the best possible agency partner to develop the new Canadian strategies.

Incumbent fcb/r-r made it to the short-list, along with MacLaren:Lintas and Doner Schur Peppler. All are Toronto shops.

fcb/r-r still handles the u.s. business for Sunkist.

In Canada, Sunkist was looking for an agency that could provide integrated marketing support programs.

Bill Whitehead, bsb chief executive officer, says the agency’s pitch included a trade program, sales and consumer promotions, trade-level direct marketing and an innovative media plan.

Whitehead says details of the media plan will be revealed when the campaign breaks in January 1993.