Ovation Marketing, La Crosse, WI, has won the strategy and catalog account for Koeze Co., an 88-year-old family-owned manufacturer and distributor of nuts and candy.
“In year one, we will be repositioning the catalog, and later we will be taking an overall look at the strategy of the company's consumer, fund-raising and BTB businesses,” said Julie Hatlem, Ovation creative director.
The company drops catalogs in the spring, summer and fall, and the agency is studying how to rework the fall holiday books, which are the company's peak performers. The agency is reviewing both the way the company does its prospecting and the look of the catalog, Hatlem said.
“They have a great product, so we'll probably work on communicating the taste appeal,” Hatlem said. She noted that the company's president, Jeff Koeze, is the fourth generation of the Koeze family to head the business.
The company's products include cashews, mixed nuts, proprietary caramel, chocolate and nut clusters called puddles and other treats. The product is generally marketed to traditional food gift buyers.
After repositioning the catalog, the agency will test new strategies for the company's business-to-business division, as well as the division that sells its products to fund-raisers.