Joe Mauer is out at Kemps.

Kemps signed a three-year deal with Mauer in 2010, its first big celebrity endorsement. The Twins star and St. Paul native and his mother, Teresa, starred in a series of television ads for Kemps.

The contract expired at the end of 2013 and wasn’t re-upped. The company decided to focus its marketing this year on its 100th anniversary, said Greg Kurr, Kemps’ CEO.

“We had a great run with both Joe and Teresa Mauer. When we had an event with Joe Mauer, it attracted more response than anything else we did.”

For more on what’s new at Kemps, look for our cover story in Monday Business Insider.