Schafer | Condon | Carter

Popular brand targets upscale market under Good Foods Group ownership.

Chicago, IL (March 17, 2009) – Schafer Condon Carter (SCC), one of Chicago’s fastest growing integrated marketing agencies, helps Good Foods Group to re-launch popular Chef Earl’s brand and product line. The effort aims to target the upscale food shopper while leveraging the brand’s strong heritage and maintaining its loyal following.

“The Chef Earl’s brand is all about celebrating the best nature has to offer,” says Kurt Penn, president of Good Foods Group. “That means respecting our planet and the people who buy our products. That message is resonating with a growing number of quality-conscious consumers.”

The Chef Earl’s brand was born in 1988, when Earl left his restaurant job to create the revolutionary line of fresh foods without artificial flavors, colors or preservatives. His salsas and humus developed a small, fiercely loyal following in the Chicago market.  In 2007 Chicago-based Good Foods Group, longtime pioneers in the natural food industry, purchased the brand and continues Earl’s commitment to all-natural ingredients and environmentally responsible operations.

SCC’s initial efforts focused on the redesign of the Chef Earl’s brand including the environmentally-friendly redesign of packaging for the complete product line. The agency is involved in all aspects of the business including branding, packaging, advertising, promotion, online, PR and new product development. SCC was named marketing agency of record for Good Foods Group in 2008.

“Chef Earl’s distinct and rich socially conscious heritage provided SCC with a great creative starting point,” said Tim Condon, managing partner of SCC. “Good Foods Group is looking to reach more consumers in their highly-competitive category, and we think this initial brand work is a solid foundation for future business-building efforts.”

About GoodFoods Group

GoodFoods Group, established in 2007, was created as a new type of fresh food company-one that put real value on respecting both people and the planet.  GoodFoods Group creates fresh, all natural foods with a true social conscience. To learn more about Good Foods Group, please visit their website at www.goodfoods.com.

About Schafer|Condon|Carter

Schafer Condon Carter is a leading privately held, integrated services marketing agency with a proven history of producing results-focused programs. SCC has experienced nineteen consecutive years of steady growth of agency billings and revenue and an expanding client roster including: Brunswick Corp., Armour-Eckrich Meats, General Mills, Kicker Audio, Cobra Electronics, McCain Foods, ConAgra, Solo Cup and National Cattlemen’s Beef Association. SCC, established in 1989, is based in Chicago and its wholly owned network includes SCC|Grossman Public Relations, SCC|Digital and Gravitas Marketing. To learn more about SCC, visit www.sccadv.com.

# # #

Contacts:
Liane Adduci for Schafer|Condon|Carter
312.994.2451
liane@ad-publicrelations.com
Brad Drew for Schafer|Condon|Carter
312.994.2452
brad@ad-publicrelations.com
Chef Earl’s/page 3

Creative Statement

Good Foods Group wanted to reinvigorate and relaunch its Chef Earl’s
Brand – focusing on fresh, all-natural ingredients, gourmet quality, and incredible flavor. The packaging developed by SCC brings these elements to life on the shelf: rich colors and illustrations evocative of the all-natural ingredients, a classic but contemporary look to recall a time when everything was fresh and good, and recycled papers and soy-based inks – all of which are consistent with GoodFoods Group’s philosophy and approach to business.

Creative Credits

Client/Brand:    Good Foods Group/Chef Earl’s
Client Brand Manager:    Kurt Penn
Agency:     Schafer|Condon|Carter
Chief Creative Officer:    Tim Condon
Executive Creative Director:    Suzanne Martineau
Copywriter:    Kevin O’Driscoll
Art Director:    Megan Coughlin
Production Company:     Prairie State Printing

Veteran marketing and advertising executive David Selby, 52, has been named president (a newly created position) of Schafer Condon Carter/Chicago. He reports to SCC CEO Tim Condon. At SCC, Selby will be charged with managing agency growth and refining processes for maintaining SCC’s creative product and entrepreneurial culture. Selby most recently served as executive director and co-leader of the marketing officers practice for global executive search firm Russell Reynolds Associates. Prior to that he served as the first chief marketing officer for the Potbelly Sandwich Works. From 1997 to 2002, Selby was with Sears, where he served in several senior marketing roles, eventually becoming the company’s top marketing officer. His marketing career began at Leo Burnett/Chicago, where he spent 18 years working for several clients, including McDonald’s, Walt Disney and Miller Brewing. SCC wrapped up 2008 by announcing new business from Garvey’s Office Products, GoodFoods Group, Land O’Lakes Foodservice and an agency of record win on Armour-Eckrich.

Read the original article.

Chicago, IL (December 10, 2008) – Armour-Eckrich Meats LLC has selected Schafer Condon Carter (SCC) to develop integrated marketing campaigns for its Healthy Ones, Armour, Eckrich and Margherita brands. Efforts will include advertising, public relations, promotions and online marketing.

“SCC’s integrated business model, strong CPG background and entrepreneurial culture fit well with the marketing opportunities we see for our brands, which go beyond advertising,” says Chuck Gitkin, Vice President, Marketing and Research and Development of Armour-Eckrich Meats. “SCC demonstrated their unique ability to develop compelling brand messages and execute them across a broad spectrum of consumer touch points.”

“We’re excited to be working with everyone on the Armour-Eckrich team to help take their family of brands to the next level,” says Tim Condon, managing partner of SCC. “These are great American brands that have a lot of equity and power.  We look forward to leveraging that power in the marketplace.”

The agency’s first efforts will be in-market in January of 2009.

The Armour-Eckrich assignment follows closely on the heals of SCC being named agency of record for Garvey’s Office Products, GoodFoods Group and Land O’Lakes Foodservice. The agency also expanded its creative capabilities following its acquisition and integration of Romani Bros. into its network of business units.

About Armour-Eckrich

With over a century of experience, the Armour and Eckrich brands have become respected and well known for providing premium-quality meat products to families across the United States. With products ranging from lunchmeat and franks to smoked sausages, bacon and pepperoni, Armour-Eckrich is an important part of mealtime for consumers nationally. In addition to the Armour and Eckrich brands, Armour-Eckrich offers consumers several national and regional brands such as Healthy Ones, Margherita, LunchMakers, Mayrose and Schickhaus.

For more information visit http://www.armour-eckrich.com

About Schafer|Condon|Carter

SCC is a leading privately held, integrated services marketing agency with a proven history of producing results-focused programs. SCC has experienced nineteen consecutive years of steady growth of agency billings and revenue and an expanding client roster including: Brunswick Corp., General Mills, McCain Foods, ConAgra, Solo Cup and National Cattlemen’s Beef Association. SCC, established in 1989, is based in Chicago and its wholly owned network includes SCC|Grossman Public Relations, SCC|New Media and Gravitas Sponsorships & Event Marketing. The agency employs more than 70 people.

For additional information go to http://www.sccadv.com

# # #
Contacts:
Chuck Gitkin, Vice President, Marketing and Research & Development
Armour-Eckrich
630.281.5037, Charles.Gitkin@Armour-Eckrich.com

or

Liane Adduci (for Schafer|Condon|Carter)
312.994.2451, liane@ad-publicrelations.com