King’s Hawaiian taps Energy BBDO for new TV effort


King's HawaiianKing’s Hawaiian, the family-owned business popular for its original Hawaiian foods made with Aloha Spirit in Hilo, HI, 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 TV campaign. We’ve all seen the sandwich buns featured on Arby’s commercials.

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.

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.”