Contented Cow Comes To Citron

In a move to break into the mainstream market, Horizon Organic Dairy in Boulder, Colo., tapped Citron Ha-ligman Bedecarre here for its $2-4 million account after a national search.
The shop will handle creative and media duties for the 7-year-old company’s first U.S. consumer ad effort. Other contenders were undisclosed.
Citron was victorious on the basis of its strategic presentation, said dairy executives. The first work is slated for national magazines in early 1999. Previously, the client used small trade campaigns created internally or by freelancers.
“Choosing an advertising agency is key to growing our business,” said Cecilia Atkinson, client director of marketing. “We will work with Citron to raise the visibility of our organic brand, symbolized by our happy cow logo,” she said. Atkinson worked with the shop three years ago when she was a brand manager at Celestial Seasonings, a former Citron account.
“We see this as a big opportunity in an industry that is growing fast,” said agency chairman Tom Bedecarre. “The company has a real story to tell to the broad audience of consumers.”
Horizon, which doubled sales in 1997 to $30 million, bills itself as the nation’s only fresh milk dairy. It also sells juices and yogurt in 6,000 grocery stores and natural-food outlets.

Publish date: October 26, 1998 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT