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Bob Evans Farms, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Bob Evans Farms, Inc., headquartered in Columbus, OH, is a food-service, processing, and retail company that serves consumers throughout the U.S. The company's two family dining restaurant chains are Bob Evans Restaurants & Mimi's Cafe.

Main Telephone (614) 491-2225
Main Fax (614) 492-4949
Primary Address
8111 Smithsmill Road
New Albany, OH 43054
USA

Bob Evans Farms, Inc. Contacts

Contacts (5/9)
Name Title State
Mike T. President & Chief Executive Officer OH
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (614) 491-2225
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 8111 Smithsmill Road
New Albany, OH
43054
USA

Mark H. Chief Financial Officer OH
Sara B. Senior Vice President & Chief Marketing Officer OH
Saed M. Chief Executive Officer OH
Chris L. Senior Vice President, Business Development & Marketing OH

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Bob Evans Farms Restaurants *******
Bob Evans Farms, Inc. ******

Agency Relationships


Brand Agency Service From To
*** ***** ***** *********** *** ( ******** ********** ********* ) digital, social 2014 present
*** ***** ***** *********** ******* *****, ***. Media Planning 2016 present
*** ***** *****, ***. *** ( ******** ********** ********* ) Digital, Social 2014 present
*** ***** *****, ***. ******* *****, ***. Media Planning 2016 present
*** ***** *****, ***. ********* ****** ******* Media Planning 2016 present

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WinmoEdge

Campaign Imminent: Bob Evans Foods names creative, shopper marketing agency


Subject: Digital, online, social media, retail, shopper, newspaper, sponsorship, experiential 

Company: Bob Evans Foods (BEF), New Albany, Ohio-based producer of refrigerated side dishes, pork sausage and frozen convenience food items. BEF sells these sides under the Bob Evans, Country Creek and Owens’ brands. 

Opportunity: BEF Foods has tapped IPG's UM as media buying AOR, set to handle search and paid social, along with traditional and digital media. McCann and UM will work together on brand strategy, as well. 

The move comes a few months after BEF Foods named here).

Currently BEF’s products lead national market share, jumping from 47.9% during Q3 last year to 52.2% in Q3 this year (ended January). Digital sellers will likely have the most success here, but that doesn’t mean there isn’t plenty of in-store and TV revenue for others. This is particularly true since BEF is looking to move beyond its “regional player” status and transform into a national food brand. As such, start going after new campaign dollars since a new creative shop should be appointed in the coming weeks. 

Additional Information

Incumbent: BEF's roster previously included Brunner lost the Bob Evans creative and media account late in 2015 (after handling it since 2009). 

Media Spend: According to Kantar Media, Bob Evans' spent $6.9 million on measured media in 2015. Bob Evans' has two reporting segments - its restaurants and BEF Foods. According to the most recent 10-K filed with the SEC at the end of August, about 72% of advertising expenses are allocated to the restaurant division, leaving 38% for the packaged food division.

Note, as well, that the 10-K also mentions that BEF Foods' operating expenses for Q1 2017 wee $13.1 million - up from $11.7 million for Q1 2016. This increase was due in part to a planned $1.2 million increase in advertising costs.

National TV Spend: According to iSpot, BEF has run only one national TV spot in the last two years. “Where Do Mashed Potatoes Come From?” ran from Sept. 6 to Oct. 25, 2015, during daytime shows such as “General Hospital,” “The Talk,” “The Chew,” “Live! With Kelly and Michael” and “Dr. Phil.”

Digital Breakdown: Pathmatics reports that Bob Evans' Farms has spent only $10, 500  on 12 desktop ads - three of which were for BEF Foods (so, around 40%, which is in-line with the 10-K pronouncement). Pathmatics does not breakout impressions per ad, but note that the 12 desktop ads have garnered 2.4 million impressions. These ads have mostly been placed site direct (62%), while the remainder were mostly placed through Drawbridge (11%) and Nexage (11%).

Top ad destinations include yahoo.com, tlc.com, myanimalist.net, animalplanet.com, seeker.com and discovery.com.

BEF Foods 
8111 Smithsmill Rd.
New Albany, OH 43054
(614) 491-2225

Thyme Hill
Director, Marketing
(614) 491-2225
thyme_hill@bobevans.com

Jenna Kossoff 
Marketing Manager, New Product Research & Innovation
(614) 491-2225
jenna_kossoff@bobevans.com