Smith Brothers To Lead Creative For T. Marzetti

Next year, T. Marzetti is introducing gluten-free croutons, New York Brand soft pull-apart rolls and whole grain Texas Toast. And now there is a new agency in charge of promoting these items.

The T. Marzetti Company, under parent company Lancaster Colony Corporation, has named Smith Brothers as its lead creative agency for several of its brands.

Smith Brothers’ assignment includes branding and marketing efforts for Marzetti’s Dressings, Dips and Salad Toppers, Sister Schubert’s frozen rolls and Reame’s Pasta, as well as Marzetti’s New York Brand of frozen garlic bread, garlic knots and Texas Toast.

The full-service integrated agency will work closely with Marzetti’s vice president of brand management, Bob Holtcamp, although there is no set date when the first creative will debut or details about the campaign's strategy. 

Lancaster Colony's spends 2% of net sales on advertising, according to company financial filings. In fiscal 2014, net sales were $1.041 billion, with $20.8 million spent on advertising and marketing. Spending on the brands just awarded to Smith Brothers was not available.

Smith Brothers describes itself as a digital-forward, performance-based marketing agency focused on the Consumer Package Goods industry. Other clients include Nestle, Red Bull and J. M. Smucker.



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