• by Steve McClellan  @mp_mcclellan, April 9, 2013

Pasta maker De Cecco has selected Block & DeCorso as its agency of record in the U.S., the client and agency have confirmed.

The total marketing budget on the assignment is between $3 million and $4 million, per the agency. Previously, De Cecco USA had handled ad duties in-house. The agency was selected after it pitched the business, but the client did not hold a formal review, according to agency president Bill DeCorso.

Block & DeCorso, based in Verona, N.J., will handle creative advertising, media planning and buying, sales promotion, in-store promotions, Internet, social media and PR.

Marco de Ceglie, CEO of De Cecco’s USA division, stated: “Block & Decorso has a superior reputation for creativity and success, especially when it comes to the food business. We look forward to working with them in an effort to broaden De Cecco’s market share, distribution and brand awareness in the U.S.”

DeCorso said the shop plans to “convey the excellent reputation De Cecco enjoys in Italy and around the globe, that of superior quality and taste, to every American home.” He said the first work from the agency on the account would be a print ad in the publication La Cucina Italiana that will be published in the May/June issue.

De Cecco, based in Fara San Martino, Italy, produces dried pasta, sauces, olive oil and related food products.  It was founded in 1886. Its U.S. operation is based in New York City.

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