Winona,
MN-based J.R. Watkins Co., known for its natural gourmet, home and
personal care products, has selected Minneapolis-based Mithun as its new
creative ad agency. There was no
formal review.
It wasn't clear if the client previously had a
designated AOR. Olson. also based in Minneapolis, did project work for
the client but was not its agency of record.
Mithun is tasked with developing integrated campaigns for the
147-year-old brand whose portfolio includes an array of bath, body,
health and home care products.
The new assignment
comes as J.R. Watkins has experienced significant growth in the past
five years, according to the company, doubling sales and partnering with
national retailers such as Target, Menards, Whole Foods,
Kroger and Rite Aid.
The firm cites recent Nielsen sales data
that indicates Watkins is now second-ranked in the extracts business,
led by its flagship Watkins Pure Vanilla Extract and
seventh-ranked in the liquid hand-soap category. J.R. Watkins has also
expanded in Canada by aligning with Loblaws Supermarkets and Shoppers
Drug Mart.
J.R. Rigley, President
and Chief Marketing Officer of J.R. Watkins, said, “We’ve been able to
build upon J.R. Watkins’ door-to-door roots, while expanding into the
retail space and broadening the range of
products we craft. During such periods of transformational growth, it’s
important to have the right partners at the table, which is why we
selected Mithun as our new Agency of Record.”
The win follows the recent rebranding of Mithun, formerly
known as Campbell-Mithun, which is part of Interpublic’s McCann
Worldgroup.
Commenting on the
appointment, Denis Budniewski, Mithun’s Director of Account Leadership
and Growth, said, “Our companies have thrived during times of economic
uncertainty by continuing to reinvent
ourselves while remaining true to our roots. We are already fast at work
developing strategies to deepen the connection J.R. Watkins has with
its loyal enthusiasts while introducing the iconic brand
to new audiences across North America.”
