Eight years with Bozell Borden picks U.S. shop

New York-based Borden has taken the first step in centralizing its North American marketing operation.The company has consolidated its North American dairy and pasta advertising with two u.s. shops, taking the $1.3-million Canadian assignment from Bozell Palmer Bonner of Toronto after...

New York-based Borden has taken the first step in centralizing its North American marketing operation.

The company has consolidated its North American dairy and pasta advertising with two u.s. shops, taking the $1.3-million Canadian assignment from Bozell Palmer Bonner of Toronto after eight years.

The consolidated dairy account is worth US$8 million, and the pasta account, US$15 million.

Bozell’s Canadian assignment included pasta and pasta sauce products, and grocery products such as Eagle Brand condensed milk, ReaLemon lemon juice, and Cracker Jack popcorn and peanuts.

cme-khbb of Minneapolis (formerly Campbell-Mithun-Esty) has been named agency-of-record for Borden’s u.s. pasta products, as well as Canadian pasta, pasta sauce, and grocery products.

MacNamara, Klein & Solin, New York, keeps the u.s. pasta sauce account.

Grey Advertising, New York, which has been handling advertising for several Borden cheese products, takes over the entire dairy products assignment that it previously split with Tracy-Locke/DDB Needham of Dallas.

One company

Borden announced earlier this year it plans to present, sell and distribute all of its products as one company, instead of as a group of decentralized organizations and brands.

The strategy includes rebuilding equity in three of its underused assets: the Borden name; its slogan ‘If it’s Borden, it’s got to be good,’ and the company’s 56-year-old trademark, Elsie the Cow.