Set to make a signifcant return to advertising for the first time since being bought back by the Japp family, Jays Foods LLC, the maker of Jays Potato Chips, has hired a new advertising agency and is expected to return to the air to support the Jays brand sometime in August.
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Jays, based on Chicago’s South Side, tapped Chicago ad shop Schafer Condon Carter to develop a new TV and radio campaign that will revitalize the company’s long-running tag: “Can’t stop eatin’ `em”–a line ingrained in the minds of generations of Chicagoans.
Left to go stale under the previous ownership of Borden, the Jays brand has re-emerged with a slew of new products and new markets since the Japp family, which founded the company, bought it back in 1994.
Now, in its 75th year, Jays is ready to make a statement.
“Jays has been out of the advertising world for several years. This represents a huge opportunity for us,” said Brian Smenos, vice president of marketing and trade development.
The campaign initially will center on the company’s 75th anniversay, but Smenos said the plan is to develop a “longer term” advertising plan over the next several years.
As part of the celebration, Jays will launch special 75th anniversary packaging potato chip tins that will hit shelves in the fourth quarter.
The initial campaign will include what SCC executives say is a combination of live action footage, graphics and animation. It is being developed by Chicago-based Sol Design FX.
Jays has held its own in the Chicago market despite tough competition from industry leader Frito-Lay.
According to Information Resources Inc., Jays Foods’ $24 million in supermarket sales puts it in second with a healthy 29.3 percent share of the $81.6 million Chicago market. Frito-Lay, with $42 million in sales here, controls 51.4 percent of the Chicago potato chip market.
Jays is a pretty good local win for Schafer Condon Carter, a $55 million shop that is also still in the hunt as one of the finalists for Papa John’s Pizza business.
United’s ace: Former tennis bad boy John McEnroe has never seemed more popular. Now even United Airlines is getting into the act. United has tapped McEnroe for one of the more interesting airline promotions in recent history. On Monday, United starts running a monthlong promotion that will send four grand-prize winners of a Web site contest to play the four-time U.S. Open champ during the weekend of the U.S. Open Finals in September.
United is a tournament sponsor.
Ads in newspapers in its major hubs, including Chicago, and in weekly magazines, will tout the program.
“People told us they wanted to meet a tennis champion,” said Julie Koewler, marketing manager of sweepstakes for the airlines. “He brings a variety of things to the promotion.”
Frankel, Chicago, is handling the sweepstakes.
Relay taps Yahoo marketing exec: Bcom3 Group Inc.’s growing Relay Sports and Event Marketing group has landed a big marketing name to open a New York office. Sources say Michael Kelley, formerly director of marketing for Internet search engine Yahoo, is about to be named general manager of Relay in New York. Kelly has had extensive event marketing experience with Yahoo and MasterCard.
SC Johnson to Ryan? Sources say the Chicago office of Ryan Partnership has landed the sales promotion duties for S.C. Johnson.
On the move: Sy Chaba was promoted to senior vice president/group media director at Kelly, Scott and Madison. … Leaving as of Sept. 1 at Pharmaceutical Research and Manufacturers of America is vice president of public affairs Chris Molineaux. A search is under way for his replacement, a spokesman confirmed. … Robert Kimmerle’s MidAmerica Publishers’ Service was named Midwest representative for the startup of Budget Living, which is set to debut in October from Budget Travel founder Don Welsh.
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