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Campaign Imminent: BEF Foods taps new creative AOR

Update: since 2016, in an agreement that is set for one year with an opportunity to extend. New radio ads launched a few weeks ago, with new TV commercials set for next month and a digital campaign in the works, according to J&H CEO and chairman Mark Young, who also mentioned that the agency's plan for BEF is a "multifaceted campaign" that includes endorsements by celebrities like Lick Lachey and Daymond John.

The company has also been investing in three innovative businesses: Owasso, K9 Salute, and Street Smarts VR, through its Heroes to CEOs program designed to support veterans and their families.

Agency & martech readers - with the creative shift after only two years, there's a chance BEF might be open to a media review sooner than later as well. Competition for media work will include its current AOR since 2016, IPG sibling UM.

Below was originally published on 8/15:

In preparation for a marketing campaign designed to coincide with the upcoming football season, restaurant chain announcement of the partnership suspension. We don't know yet if the company is scrapping the entire campaign, looking for another Head Breakfast Coach, or waiting to ride out the situation and make their move based on OS's decision, but its spend has been severely declining, so we'll let you know when we learn more.

The restaurant has also been dealing with PR issues due to PETA allegations of slaughterhouse violations.

Over the past several years, per Kantar, BEF has been investing less and less in outdoor and radio marketing, and its top spending period typically falls through Q2-Q4.

iSpot doesn't report any national TV spend since last year, when $81,220 went towards a "12 Meals of Christmas" spot (see above) that targeted programs including Harry Potter and the Deathly Hallows: Part 1, Life Below Zero, Four Weddings, The Santa Clause, and Seinfeld (see targeting right). 

According to Pathmatics, no digital display spend has been allocated yet this year either, and the company's total 2017 spend amounted to $7,300, generating 1.3 million impressions, with most ads placed through BrightRoll (30%) and site direct (28%) and top destinations including yahoo.com, cbslocal.com, and answers.com. The year BEFore, BEF's full spend rose to $206,200 from $148,500 in 2015.

Creative and shopper marketing work has been handled by Vulnerable Account Index (VAI) in June after having reached the #311 spot with a score of 65.

Read more about Edge's take on BEF here.