Tombras Lands AOR Role for Continental Mills' Flagship Krusteaz Brand

Seattle-based Continental Mills, a leading CPG brand in the pancake and baking mix categories, has selected Knoxville-based Tombras to lead the Krusteaz business. 

The brand produces a number of pancake and baking mix products, and is the #2 CPG muffin mix producer in and one of the top selling pancake and waffle mix producer, by sales, in the US. 

The business was awarded to Tombras following a national, consultant-led competitive review managed by the Mercer Island Group. 

The agencies’ responsibilities include strategic planning, brand creative, digital and social media, as well as analytics - utilising distribution and sales data to develop an analytics suite that will help the agency grow and optimise the Krusteaz business. 

“Tombras demonstrated a level of strategic thinking, building off what we were planning and re-establishing our brand in a whole new light,” said Andy Heily, president and CEO, Continental Mills. “Their knowledge of the CPG space, and how they bring data into their strategic and creative processes is far and away above what the rest of the industry has to offer.” 

"You better believe with a name like Krusteaz and being in the pancake category we’re going to have some serious fun with the creative,” said Dooley Tombras, president at Tombras. “And we look forward to making the brand more famous and getting even more families across America having fun and enjoying their products together.”