McCain Food Service Awards Account to Smith Brothers Agency

McCain Foods, the world’s largest manufacturer of frozen potato products, has named Smith Brothers Agency its agency of record for its food service business following a competitive review managed by JLB+ Partners.

The assignment is for McCain’s full service integrated communications. It includes strategic planning, creative, production, media, analytics, and web development in support of McCain’s Food Service channel. McCain supplies a wide variety of potato products including French fries, potato specialities and appetisers to leading retail, restaurant, quick serve and school outlets. 

“Smith Brothers has an impressive background in the food industry and a proven ability to engage and drive results in a fast and competitive market,” said Maria Ellis, VP of marketing and innovation. “They also bring dedicated capabilities in all marketing channels which is critical to our desire to fully integrate our go to market programs.” 

The agency has extensive food, restaurant and cpg experience that includes a full array of traditional advertising, digital and social solutions, full media and analytics and an in-house production studio. It also has a new product innovation offering that has delivered successful new products for such brands as Smuckers.

“We have made an investment in building our agency as a food focused enterprise and we are excited to bring all that expertise to help further extend the McCain brand in the food service channel,” said Lindsey Smith, CEO of Smith Brothers.   

The agency will begin working with McCain immediately and new marketing initiatives will be underway in the first quarter.