Energy BBDO Wins King's Hawaiian Account

King’s Hawaiian, the family-owned business popular for its original Hawaiian foods made with Aloha Spirit, has named Energy BBDO as its creative agency partner, effective immediately. In its new role, Energy BBDO will be responsible for developing the brand’s first-ever national television campaign.

 
King’s Hawaiian—founded 60 years ago in Hilo, Hawaii—has a dedicated fan base throughout the U.S. Its slightly sweet, light and fluffy bread products are still made using the original recipe created by company founder Robert R. Taira. State-of-the art bakeries in Southern California and Georgia have enabled King’s Hawaiian to expand its distribution nationwide, and the company is enhancing its marketing efforts to raise awareness about its product line.

 
“We have aggressive sales and marketing goals for the coming year and we were looking for an agency partner that could help us achieve these objectives,” said Erick Dickens, vice president of marketing for King’s Hawaiian. “In Energy BBDO, we have an agency with a proven track record of delivering great work that builds and energizes brands. Working together, we know we can take King’s Hawaiian to the next level.”
 

Winning King’s Hawaiian caps a year that has seen Energy BBDO add new clients Bud Light and Pearle Vision to its notable list of existing brands, which include Frito-Lay, Quaker, SC Johnson, Wrigley and Bayer. In addition, the agency was widely praised for its new campaign for Wrigley Extra Gum, which depicted a father and daughter sharing heartfelt moments with an origami gum wrapper. The television commercial garnered more than 2 million views online. 

 
Said Energy BBDO Chief Creative Officer Dan Fietsam, “King's Hawaiian is a mass appeal brand looking for mass awareness. They want to go big and also do fun work that gets as many people excited about the brand as possible. We are looking forward to bringing King’s Hawaiian to television for the first time, and really spreading the word on how delicious these products are.”