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Continued: Subaru bolsters ties to Carmichael Lynch

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Carmichael Lynch's $200 million Subaru account got a little richer last week when the automaker awarded its $20 million digital business to the Minneapolis advertising agency.

The decision by Subaru of America Inc. gives Carmichael Lynch total responsibility for its brand and retail work along with media planning and buying and dealer support. The new duties include the development of websites and online advertising.

The Minneapolis firm won Subaru's work last year without review, meaning it didn't have to compete with other agencies in a formal bidding process. The agency rolled out the first of its new advertisements for the company in a meeting of its dealers last month.

Carmichael Lynch has done digital campaigns for Harley-Davidson, Discover Boating, Tractor Supply Co. and Porsche.

Tackling obesity

The General Mills Foundation launched a pilot program last week targeting childhood obesity with a $100,000 pledge to schools and organizations in Washington, D.C. The Healthy Communities program is designed to teach kids about nutrition and promote physical fitness. The food giant chose the nation's capital for its effort because of the relatively high childhood obesity rate there.

Last year, the General Mills Foundation awarded more than $20 million in grants for youth programs, including nutrition, fitness, arts and culture. The organization also helps support the Health Kids initiative and the Presidential Active Lifestyle Award.

Mrs. Meyer's pushes market

Mrs. Meyer's line of aroma-therapeutic cleaning products is launching its first national advertising campaign, emphasizing its "Earth-friendly" content. Company founder Monica Nassif said Mrs. Meyer's wants a global market for its line of products. Minneapolis-based Clean & Co., Mrs. Meyer's parent, has hired Mono, a Minneapolis ad agency, to develop the campaign.

"We think the opportunity to turn a staid category on its head is a very real one," said Nassif, whose company last month was acquired by consumer products giant SC Johnson, the maker of Windex and Pledge.

Mono expects to roll out its work for Mrs. Meyer's in the fall.

DAVID PHELPS

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