Pinnacle Foods Group LLC Aims to Drive Sustainable Growth with New Agency Selections to Serve Icon Brands

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Pinnacle Foods Group LLC Aims to Drive Sustainable Growth with New Agency Selections to Serve Icon Brands

MOUNTAIN LAKES, NJ (July 12, 2010)—Pinnacle Foods Group LLC today announced the selection of new creative agency partners to enhance brand marketing for its Duncan Hines Grocery Division and Bird Eye Frozen Division.

Effective immediately, BBDO New York will assume creative responsibilities for the Duncan Hines Grocery Division, while kirshenbaum bond senecal & partners will handle creative duties for the Birds Eye Frozen Division.  The two agencies were selected for their ability to connect with consumers of today, drive strategic insights and creative concepts, and importantly, translate them into ownable, competitively advantaged brand communications platforms.

“By aligning with the best creative agencies in the industry we will be able to realize the full potential of our iconic brand portfolio.” says Bob Gamgort, CEO of Pinnacle Foods. ”These new partnerships are consistent with our goal of building a leading publicly-owned food company, built on the strengths of our brands and people.”

Pinnacle Foods brands can be found in over 85% of American households and hold the #1 or #2 share position in 10 of 12 major categories in which they compete.

In December 2009 Pinnacle Foods closed the $1.3B acquisition of Birds Eye Frozen Foods, moving the company from a small to mid-cap stature. The combination of Birds Eye Foods and Pinnacle Foods created the #5 player in frozen foods and expanded its portfolio of market-leading brands. This new scale created the opportunity to re-assess its brand creative partnerships.

“After an extensive review process of premier creative agencies we selected kbs+p as the best fit to support our frozen brand portfolio,” says Sally Genster Robling, president of the Birds Eye Frozen Division. “Kbs+p understands our passions and shares our commitment to continue to grow and build as a leader in vegetable rich and frozen foods.”

“We feel privileged to work with a group that is so passionate about their consumers and has such high ambitions for their brands,” said Lori Senecal, president and CEO, kbs+p. “We look forward to working together to bring a fresh approach to some of the most well-known and loved brand names in America.”

“I am thrilled with our choice of BBDO as the creative partner for the wonderful brands in our grocery portfolio,” says Mark Schiller, president of the Duncan Hines Grocery Division. “Their transformational thinking and ability to connect with consumers in unique and compelling ways aligns perfectly with our short and long-term goals.”
“We look forward to working with our new partners to ignite growth and unleash the full potential of their iconic brands,” says John Osborn, president and CEO, BBDO New York.

About Pinnacle Foods
Millions of times a day in over 85% of American households, consumers reach for Pinnacle Foods brands.  We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades.  Headquartered in Mountain Lakes, NJ, our $2.6 billion business employs more than 4,500 people in 19 sites around North America. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 10 out of 12 major category segments in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® pickles, peppers, and relish, Mrs. Butterworth’s® and Log Cabin® syrups, Armour® canned meats, Nalley® and Brooks® chili and chili ingredients, and Open Pit® barbecue sauces. Our Birds Eye Frozen Division brands consist primarily of Birds Eye® vegetables, Birds Eye Steamfresh® vegetables, Birds Eye Viola!® meals, Hungry-Man® dinners and entrees, Van de Kamp’s® and Mrs. Paul’s® seafood, Lender’s® bagels, and Celeste® pizza. Our Specialty Food group manages Tim’s Cascade Snacks®, Snyder of Berlin®, and Husman®. Further information is available at
About kirshenbaum bond senecal + partners
kirshenbaum bond senecal + partners, a member of the MDC Partners Network, is a leading digitally integrated marketing communications firm whose guiding principle is "Doing Things That Matter." This simple yet powerful belief system mixes passion and purpose and focuses the organization on the big and small things that make a difference every day. What matters to clients today are great ideas that are conceived and deployed fast enough to gain a competitive advantage in the marketplace. To that end, kbs+p has implemented a future facing business model called "Speed To Genius" and evolved every aspect of its integrated offering to deliver superior creativity and higher ROMI in a shorter period of time. Headquartered in New York and Atlanta, kbs+p provides expert counsel across the full range of practices including brand and product innovation, emerging technologies, IP, advertising, eCRM, data & analytics, social media marketing, mobile and direct marketing. The Media Kitchen, a dedicated in-house media company, offers full-service, state-of-the-art media planning and buying capabilities, SEM and real-time web analytics through. Kbs+p is proud to serve a blue chip roster of clients that includes BMW, Berkshire Hathaway/NetJets, Cablevision, Capital One, Church’s Chicken, The Coca-Cola Company, Delta, HomeGoods, Levi Strauss & Co., Mohegan Sun, and Weight Watchers among others.

About BBDO Worldwide
BBDO’s mantra is “The Work.  The Work.  The Work.”  15,000 people in 287 offices in 79 countries work day by day, campaign by campaign, and client by client, to create and deliver the world’s most compelling commercial content.  BBDO is currently Network of the Year at Cannes, the world's most awarded agency network in The Gunn Report, the most awarded global agency network across every marketing communications discipline in The Big Won report and Agency of the Year at the digital Webby Awards.  The future looks bright too:  BBDO is also Network of the Year in the 8th annual Young Guns Awards, which recognize the work of young and emerging creatives. BBDO is part of Omnicom Group Inc (NYSE: OMC) (, a leading global marketing and corporate communications company.