Pinnacle Foods Group LLC, Mountain Lakes, N.J., said it hiredkirshenbaum bond senecal & partners, New York, N.Y., to handle creative duties for theBirds Eye Frozen Division.
“By aligning with the best creative agencies in the industry, we will be able to realize the full potential of our iconic brand portfolio,” said Pinnacle CEO Bob Gamgort. “These new partnerships are consistent with our goal of building a leading publicly-owned food company, built on the strengths of our brands and people.”
Gamgort said Pinnacle Foods' brands can be found in more than 85 percent of American households and hold the No. 1 or No. 2 share position in 10 of 12 major categories in which they compete.
In December 2009 Pinnacle Foods closed the $1.3B acquisition of Birds Eye Frozen Foods, moving the company from a small to mid-cap stature. Officials said the combination of Birds Eye Foods and Pinnacle Foods created the fifth largest player in frozen foods and expanded Pinnacle's portfolio of market-leading brands. This new scale created the opportunity to re-assess its brand creative partnerships.
“After an extensive review process of premier creative agencies, we selected kbs+p as the best fit to support our frozen brand portfolio,” says Sally Genster Robling, president of the Birds Eye Frozen Division. “Kbs+p understands our passions and shares our commitment to continue to grow and build as a leader in vegetable rich and frozen foods.”
“We feel privileged to work with a group that is so passionate about their consumers and has such high ambitions for their brands,” said Lori Senecal, president and CEO, kbs+p. “We look forward to working together to bring a fresh approach to some of the most well-known and loved brand names in America.”
Birds Eye Frozen Division brands include Birds Eye vegetables, Birds Eye Steamfresh vegetables, Birds Eye Viola! meals, Hungry-Man dinners and entrees, Aunt Jemima breakfast entrees, Swanson dinners and entrees, Van de Kamp’s and Mrs. Paul’s seafood, Lender’s bagels, and Celeste pizza.