AURORA TO PUT BIGGER EMPHASIS ON CANADA
By Adnews Staff
Aurora Foods Inc. of Columbus, Ohio is trying to make further inroads into the Canadian market. The company has teamed up with Robin Hood Multifoods of Markham, Ont. to sell and distribute some of its products here. Canadian advertising for the products will be handled by both companies, Aurora baking vice-president and general manager Matt Smith told Adnews last week. Ads will likely be created by Aurora's agency, N.W. Ayer of New York. How the campaign is planned and executed will be determined by economics. Advertising for Robin Hood is done by Ogilvy & Mather of Toronto. The products affected are Duncan Hines layer cake mixes, brownie mixes, frosting and icings, as well as its Mrs. Butterworth's brand of syrups. "Aurora was interested in finding a company that could help us maximize the value of our brands and build increased market share in Canada," Aurora president Tom Ferraro says in a release. Aurora chose Robin Hood because of its strong name recognition and its products, as well as its sales marketing and logistics capabilities. The two companies may move beyond this agreement to a manufacturing arrangement later this year. Under the manufacturing agreement, Aurora would outsource the production of select products to Robin Hood. This agreement is expected to close in March 1999. Aurora also markets Aunt Jemima frozen waffles and pancakes, and Van de Kamp's and Mrs. Paul's frozen seafood. Robin Hood markets baking products such as flour and condiments under the Bick's label.