• by Steve McClellan  @mp_mcclellan, October 16, 2014

Harmelin Media has been selected by Cumberland Packing Corp. to handle media chores for its sweeteners business after a three-month review.

Harmelin will handle media duties for flagship brand Sweet’N Low as well as the company’s line of In The Raw products which include Sugar In The Raw, Sugar In The Raw Organic White, Agave In the Raw and other brand extensions.

According to Kantar, Cumberland Packing spent just over $6 million on ads for its sweeteners in 2013, down from about $7.2 million in 2012.

It wasn’t immediately clear who Cumberland’s most recent media agency incumbent was, and the client declined to identify the shop, or any of the contenders in the review. Ammirati has handled AOR creative duties since 2012 when it replaced Mother.

Cumberland had previously used KSL Media, the independent shop that went belly up last year. That relationship ended acrimoniously in 2012 after Cumberland pre-paid millions for media time which was not placed by the agency. The resulting settlement continues to be disputed in the ongoing KSL Chapter 7 proceeding.

“We’re excited to be working with Harmelin, with their winning track record across all media channels,” said Kate Schneider, Marketing Director for Cumberland. “One of our goals is to become much more strategic in how we reach today’s consumer, regardless of channel.”

Harmelin’s campaigns for Cumberland’s brands are expected to include national TV, online, national print and experiential media, which may include digital ads, and placements in supermarkets and other retail outlets.

The selection of Harmelin comes after the launch last month of a new campaign for Cumberland’s In The Raw product line. Dubbed “All in The Family,” and created by Ammirati, the campaign uses an animated “family tree” to highlight the growing portfolio of In The Raw products. Spots feature the tagline "Sweetness Runs In The Family," playing on the heritage of the brand and family-owned Cumberland.

Harmelin is based in the Philadelphia suburb of Bala Cynwyd, PA, and claims billings of more than $540 million.