• by Fern Siegel , February 21, 2025

Bob Evans Farms, which began in 1953 with sausages, now ships its product line – refrigerated and frozen foods – nationwide.

To attract a younger demo, the brand named Colle McVoy its media AOR, charged with refining the company's consumer strategy.

The business was awarded after a competitive pitch.

"Colle McVoy prioritized creativity over spreadsheets in their pitch, which is a refreshing approach to today’s standard media strategies," said Ciare James, CMO, Bob Evans Farms.

The appointment will cover the Bob Evans Farms portfolio of its namesake brand, Bob Evans, as well as Simply Potatoes, Owens Sausage and Egg Beaters.

The agency is focused on household penetration for dinner sides, while refining integrated media strategies during the holidays.

“From the jump, it was clear Bob Evans Farms isn’t racing to the bottom of the funnel like so many marketers today,” said Steve Knapp, Colle McVoy managing director of media-data science. “Their brief gave us a clear expectation for what they were looking for, but it came with space to experiment on ways in and unique partnerships to complement their new ‘Bring Out The Bob’ platform to build the Bob Evans brand.”

Bob Evans Farms joins a growing CPG roster for Colle McVoy, which includes Frank’s RedHot, Crystal Farms, Perdue and McCormick & Company.

Colle McVoy says it manages an estimated $450 million in media spend across its clients.

Bob Evans Farms is owned by Post Holdings.