DELI CHAIN HIRES FIRST AGENCY
By Adnews Staff
Nickels Deli & Grillade of Montreal handed its account over last week to Tam Tam Publicité. The Montreal agency won in a competition with four other agencies. They were: Generation Pub, Communication bleu blanc rouge, La Boite des Idees and Rinaldi, all of Montreal. Tam Tam was given the account because "they were the most creative and they had the best package," company vice-president Peter Mammas told Adnews this week. The is the first time the deli chain has used an agency. It used to handle its advertising in-house, but it "wanted better ideas and more professionalism," he said. In addition, "in the last two years we have opened 17 restaurants, and we don't have time to take care of it as well as we should." Nickels has 22 outlets in Quebec, and will be opening one in Ontario and one in Florida by the end of the year. A campaign will be launched on September 18. Nickels' annual ad budget is $1.2 million.