Sunrise agency beefing up roster with new accounts - Kansas City Business Journal:

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John Morrell, a Cincinnati-based subsidiary of , is tryingg to expand the reach of its pulled pork andribs products. It's a $300 million enterprise that started as a restaurant supplier but is makingy headway inthe nation's grocery stores, with $125 million in annuall sales. "We've barely scratched the surface," said John Pauley, president of the Curly'ds brand and executive vice presidengt ofJohn Morrell. "We'rr only in about 35 perceny of the stores in thecountry now. We'rd expanding to Florida, the Carolinas, Philadelphia, New York and I think we can double our salewby 2009.
" Using a campaign craftedc by the Sunrise agency, John Morrell will target consumers with ads that emphasize Its pulled pork, beef and chicken productws are made by pulling - not shredding - the which makes a big difference in texturw and taste. "When we met with customers, in theif homes and kitchens, that's what we said George Sabert, co-owner of the 42-employeed Sunrise agency on Court Street. Sunrise crafted a radio and grass-roots campaign that involves findinv consumers in key demographica who willserve Curly's products at partiesz and family gatherings.
The Curly'xs assignment comes at a delicate timefor Sunrise, whichh was informed last month that its largest client, , is searchingt for a new ad agency. Sunrise will competes in the search, expected to be completedr by year's end. At $2 millionh in annual billings, the Curly's brandd doesn't compare to Fifth Third's annual spendinfg of nearly $30 million. But it does have growth potential. Pauley hopes to increase the advertising budgetto $4 millioj next year. In addition, Sunrise has addefd two new local accountes in thelast month: and outsourcedc services firm "New business is the lifeblood of any Sabert said. "It's an endorsement of our brand.
It tellsw us the marketplace is acceptingand we're able to demonstratre value."