Allebach Communications | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Score 68 - On the Brink: Utz hits home-run multi-year deal with MLB under new CMO

Snack food leader company has released white cheddar cheeseballs known as "baseballs" in a sponsorship that will extend across TV, digital, digital, and retail channels and will include a full assortment of integrated-branding snack products. “As a nearly 100-year-old, family owned company, Utz is proud to be affiliated with an institution as great as MLB. We both place a great deal of emphasis on quality, family, excellence and tradition, and look forward to finding ways to bring Utz fans and MLB fans closer together,” said Tom Flocco, president and COO of Utz. 

While Utz hasn't allocated any budget towards TV advertising in the past, that will change with this partnership. Pathmatics reports a year-to-date (YTD) spend of $2,700, with 99% of ads placed direct and through OwnerIQ on sites such as democratandchronicle.com, vanityfair.com, hollywoodlife.com, and proprofs.com. The company didn't spend anything on digital advertising last year, with a total spend of $2,000 in 2016.

Since Utz is trying to reach a broader community of consumers, reach out soon for other potential sponsorship opportunities.

Creative and PR work, along with media buying and planning, have been led by Allebach since 2013, well over average agency tenure (2.5-3 years). This sponsorship could likely be the result of having hired Steve White as CMO in March. White previously served in various executive roles at companies such as Cisse Cocoa, WM Barr, CPG Consultants, and Pepperidge Farm. Reach out sooner than later to get on White's radar; he's at the ideal outreach point.