Chicago based packaged goods company Strom Products has hired Elemental as its agency of record to handle Canadian advertising duties for its No Yolks noodle brand.
The Toronto-based agency approached Strom late last summer on the value of working with an agency north of the border given the cultural differences between American and Canadian consumers, explained agency president and creative director Brent Wardrop.
From there, Strom held a formal review that included Elemental and two additional, unnamed agencies who made a pitch based on their “understanding of the market,” said Wardrop. Elemental was notified of the account win in January.
“We felt an agency located in Canada could provide us with an increased level of understanding of this northern market,” said Gary Henke, president of Strom Products. “We’re looking forward to Elemental’s insightful outlook.”
Prior to hiring Elemental, the company handled Canadian advertising efforts in-house and relied heavily on television.
Made from egg whites, No Yolks has promoted itself as the low cholesterol noodle since its inception in 1976. With the number of healthy pasta alternatives now available, No Yolks needs to remind consumers of its “core values and core benefits,” said Wardrop.
Elemental is putting finishing touches on the first campaign, which is set to launch in March and will include social networking and a microsite.
“By moving it to digital and more of a consumer experience, we can start to develop richer relationships with the client through an interactive online dialogue and [measure] the success much more efficiently,” Wardrop said.
