Prism gets more

Prism Communications has picked up new business from its client Maple Leaf Prepared Meats without a review.Hygrade, La Belle Fermiere and Shopsy's brands, recently acquired by the prepared-meats division of Maple Leaf Foods from Unox Foods, part of the Unilever Group...

Prism Communications has picked up new business from its client Maple Leaf Prepared Meats without a review.

Hygrade, La Belle Fermiere and Shopsy’s brands, recently acquired by the prepared-meats division of Maple Leaf Foods from Unox Foods, part of the Unilever Group of Companies, have joined the rest of the Maple Leaf business at Prism.

With the addition of the new brands, Maple Leaf now has products competing against one another in a number of categories including bacon, weiners and sliced meats.

Elliott Ettenberg, agency chairman and ceo, says that to manage the products, Maple Leaf will shift its marketing strategy from individual brand building to category building.

Hygrade prepared meats and La Belle Fermiere brand frozen sausages, previously handled by J. Walter Thompson, are both strong brands in Quebec and will be managed by Prism’s Montreal office.

Prism in Toronto will assume responsibility for Shopsy’s, which had been an Ogilvy & Mather account

Prism became Maple Leaf’s agency more than a year ago, when it began working on the firm’s Maple Leaf brand prepared and canned meats as well as its Mary Miles and Overlander brands. PS