Michelina's appoints McDonnell Haynes
By Adnews Staff
McDonnell Haynes Integrated Communications Partners of Toronto has been appointed the advertising agency of the Michelina's brand of frozen meals in Canada. Michelina's products sold in Canada include Classics, Bowls, Lifestyle, Salad Bowls, Comfort Classics, Zap'ems, and Avantage. "The team from McDonnell Haynes impressed us with their obvious passion for the brand and their understanding of the dynamics of the grocery trade," said Joel Conner, president of Michelina's. "We're in an intensely competitive category and McDonnell Haynes showed us that they had the skills we need across all media and marketing opportunities." The account was previously held by Wave Communications of Toronto. Jeff Butler, who has worked on past advertising for Michelina's, will work with McDonnell Haynes as a creative associate on this account.