September 4th, 2018

Boutique Agency Unseats Global Incumbent for Bob Evans Farms Business

September 4, 2018

Contact: Robb Taylor
Jekyll & Hyde

Boutique Agency Unseats Global Incumbent for Bob Evans Farms Business

Detroit – After a months-long agency review, Bob Evans Farms (BEF Foods, Inc.) has named Detroit-based advertising agency, Jekyll & Hyde, as their new agency of record (AOR). The boutique agency unseated the brand’s incumbent agency for the business.

Jekyll & Hyde has built a national reputation as an agency with expertise in consumer packaged goods (CPG) advertising, especially for challenger brands. Even though Bob Evans is a category leader, they chose the new agency because of BEF Foods’ desire to approach business more aggressively.

Jekyll & Hyde was also selected because of its unique approach to national media buying, which maximizes client dollars while achieving the same (or better) GRPs, as well as the agency’s overall creative strategy, which demonstrates key strategic insights into Bob Evans’ target consumer.

“This is an exciting new partnership for Jekyll & Hyde,” said agency head and co-founder Mark Young. “We’re looking forward to proving yet again that a boutique agency from Detroit has just as much to offer clients, if not more, compared to global agencies.”

“Our agencies are partners in our business,” said Chris Lambrix, Senior Vice President, Retail Business Development at Bob Evans Farms. “We knew that Jekyll & Hyde’s extensive experience in CPG advertising, combined with their hands-on service, would be a perfect fit for Bob Evans and enable us to reach the next level with our business.”

BEF Foods, Inc. is based in New Albany, Ohio and is a subsidiary of Post Holdings, Inc. Bob Evans Farms is a leading producer and nationwide distributor of refrigerated side dishes, pork sausage, and a variety of refrigerated and frozen convenience food items.

Jekyll & Hyde was founded in 1996 by Mark Young. The full-service advertising and marketing agency has offices near Detroit and Tampa, Florida. It is led by CPG experts who specialize in helping challenger brands succeed in the Food/Drug/Mass industry.

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