SOURCE: Publicis & Hal Riney

January 15, 2007 09:00 ET

Pinnacle Foods Selects Agencies to Drive Integrated Advertising Efforts for Leading Consumer Brands

Publicis & Hal Riney Wins Agency of Record Duties for Hungry Man, Vlasic, Van de Kamp's and Mrs. Paul's Seafood; Merkley + Partners Appointed Agency of Record for Duncan Hines, Mrs. Butterworth's and Aunt Jemima; Nelson Henry Agency of Record for Armour Branded Canned Meats and Lender's Bagels

MOUNTAIN LAKES, NJ -- (MARKET WIRE) -- January 15, 2007 -- Pinnacle Foods today announced that it has selected three agencies to manage all integrated advertising responsibilities for its multi-billion dollar portfolio of leading consumer brands. Following an extensive review process, Pinnacle awarded agency of record duties to Publicis & Hal Riney for Hungry Man® Frozen Dinners, Vlasic® Pickles, Van de Kamp's® and Mrs. Paul's® Seafood; to Merkley + Partners for Duncan Hines® Baking Mixes and Frostings, Mrs. Butterworth's® Syrup and Aunt Jemima® Frozen Breakfasts, and to Nelson Henry for Armour® Branded Canned Meats and Lender's® Bagels.

"In choosing these agencies, we selected the strongest strategic thinking, the freshest creative ideas and the best teams to drive the growth of our iconic brands," said Jeffrey Ansell, CEO of Pinnacle Foods. "We're eager to leverage the incredible talent we've already seen at Hal Riney, Merkley + Partners and Nelson Henry to drive these high potential brands to new heights."

Each agency will manage overall strategy, creative and brand stewardship for their respective brands and will lead the development of extensive consumer campaigns including TV, print, interactive and other media.

"We're excited to have been awarded this Pinnacle Foods business," said Karen Francis, CEO and Chairman at Hal Riney. "This is a very strategic win for us as these Pinnacle brands fit squarely into the criteria we've set for new business opportunities. Not only does the relationship give us the opportunity to help grow iconic consumer brands, but the chance to work with a smart, forward thinking and passionate client."

"We're thrilled to take a leading role in the packaged goods industry by partnering with a major industry player," said Alex Gellert, CEO at Merkley + Partners, a part of the Omnicom Group. "We look forward to bringing fresh strategic and creative thinking to these great, renowned American brands."

"Armour and Lenders are heritage brands who together have over 200 years of meeting consumer needs. They are part of the fabric of our national culture. Both have strong consumer awareness and solid brand equities," said Paul Nelson, President and Chief Strategist of Nelson Henry. "There are a lot of exciting things happening at Pinnacle Foods right now. We look forward to working with the Armour and Lender's brand teams to take these brands to a higher level."

About Publicis & Hal Riney

Hal Riney ( is a full-service creative boutique headquartered in San Francisco, wholly owned by Publicis Groupe, the world's fourth-largest communication group. Riney's clients include well-known brands such as Sprint, WellPoint, and AAA.

About Merkley + Partners

Merkley + Partners ( is a leading full-service advertising and communications agency. M+P has more than a half billion dollars in billings and 225 employees. Headquartered in New York City, clients include: Arby's Restaurant Group, AXA Equitable, Citigroup, Ferrero USA, Mercedes-Benz USA, Novartis, and Tap Pharmaceuticals. Merkley + Partners is a part of Omnicom Group Inc. (NYSE: OMC).

About Nelson Henry

Nelson Henry, located in Minneapolis, was founded in 1988. Since then it has gained a reputation for growing CPG brands in competitive categories. Pinnacle Foods will be joining other Nelson Henry clients Otsuka Pharmaceutical, CNS Breathe Right, CNS FiberChoice, Golden Oval Eggs, ProPet, and Land O'Lakes Eggs.

About Pinnacle Foods

Pinnacle Foods Group, Inc., with corporate offices in Mountain Lakes and Cherry Hill, New Jersey is a leading producer, marketer and distributor of high-quality branded food products in the frozen foods and dry foods segments. The dry foods segment consists primarily of Duncan Hines® baking mixes and frostings; Vlasic® pickles, peppers and relish; Armour® canned meats; Open Pit® barbeque sauce and Mrs. Butterworth's® and Log Cabin® syrups and pancake mixes. The frozen foods segment consists primarily of Aunt Jemima® frozen breakfasts; Swanson® and Hungry Man® frozen dinners and entrees; Van de Kamp's® and Mrs. Paul's® frozen seafood; Celeste® pizza; and Lender's® bagels.

Contact Information

  • Media Contacts:

    Kelley Maggs
    Pinnacle Foods

    Michelle Musburger
    Publicis & Hal Riney
    Email Contact

    Morgan Shorey
    Merkley + Partners
    Email Contact

    Paul Nelson
    Nelson Henry