Fruit of the Loom chooses Burnett

Fruit of the Loom has consolidated its advertising in North America and Europe with Leo Burnett.The agency's Toronto office is now handling the business for the Canadian operation, which is based in Trois-Rivieres, Que.The previous Canadian agency was Partenaires Grey of...

Fruit of the Loom has consolidated its advertising in North America and Europe with Leo Burnett.

The agency’s Toronto office is now handling the business for the Canadian operation, which is based in Trois-Rivieres, Que.

The previous Canadian agency was Partenaires Grey of Montreal, which filed for bankruptcy last October.

Lost out

Grey Advertising, the incumbent u.s. agency for more than 30 years, lost out to Burnett after a review of five agencies late last year.

Burnett also has recently been given the account in Mexico, and is the first agency for Fruit of the Loom in that country.

A u.s. tv campaign was recently launched using the new theme line, ‘The clothes for the best of your life.’

If appropriate, the u.s. creative may also be used in Canada.

The company, based in Bowling Green, Ky., makes undergarments and leisure wear, and is looking to expand into other areas of knitwear over the next three to five years.