Vertical Marketing Adds 2 Food Accounts to Diet

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Vertical Marketing Network won two food accounts, the J. Tudor and Hula Daddy Coffee brands and Ventura Foods LLC's LouAna Cooking Oils.


The Tustin, CA, agency is charged with strategic planning, packaging, promotions, advertising and direct marketing.


For the launch of J. Tudor and Hula Daddy -- both products of J. Tudor and Hula Daddy Coffee Estate in Kona, HI -- strategic planning already has begun.


"We're specifically addressing the coffee roaster and wholesaler communities with direct mail and Web activities," said Phil Saifer, president of Vertical Marketing. "The consumer will also be addressed through targeted direct mail and by a special pre-order program via a consumer Web site.


"For the coffee brands, it's crucial to help the new brands rise above the clutter of other Kona coffee offerings by creating a unique personality, packaging and messaging," he said.


The mandate for LouAna is to reach heavy-frying households and become part of the purchase consideration mix for cooking oils. Tactics such as mail and interactive marketing will come into play.


Vertical Marketing handles other Ventura Foods brands like Gold n Soft Margarine and Saffola Cooking Oils. Founded more than 100 years ago, Ventura Foods is strong in its home market of the South.


Campaigns on both accounts break in the fall.


A full-service agency founded in 1996, Vertical handles clients like Del Monte Foods, Brown-Forman Beverages, Warner Home Video and ConAgra Foods.


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