Michelina's Sings a New Tune with McDonnell Haynes

McDonnell Haynes Integrated Communications Partners has been selected as the advertising agency for the Michelinas® brand of frozen entrees in Canada. The brand is well known for its Hey, Michelinas" TV campaign that adapted the Macarena" song and helped take Michelinas to a number one market share.

Toronto, Canada (PRWEB) August 10, 2005 -- McDonnell Haynes Integrated Communications Partners has been selected as the advertising agency for the Michelinas® brand of frozen entrees in Canada. The brand is well known for its Hey, Michelinas" TV campaign that adapted the Macarena" song and helped take Michelinas to a number one market share.

The team from McDonnell Haynes impressed us with their obvious passion for the brand and their understanding of the dynamics of the grocery trade," commented Joel Conner, President of Michelinas, Inc. Were in an intensely competitive category and McDonnell Haynes showed us that they had the skills we need across all media and marketing opportunities."

Michelinas memorable advertising has contributed to their phenomenal growth," says McDonnell Haynes Co-founder and Creative Director Phil Haynes. Its a great challenge for us to continue that success. We look forward to helping Michelinas maintain their dominant position in the marketplace."

The Michelinas advertising account was most recently with Wave Communications. Jeff Butler, who helped develop the original Macarena creative, will work with McDonnell Haynes as a creative associate on the business.

About Michelinas

Michelinas is a leading manufacturer of quality frozen entrées. The following brands are available in Canada: Classics, Bowls, Lifestyle®, Michelinas Salad Bowls®, Comfort Classics, Zapems®, and Michelinas Avantage.

About McDonnell Haynes Integrated Communications Partners

McDonnell Haynes Integrated Communications Partners is one of the leading, independent marketing communications companies in Canada. Founded in 1986, the agency specializes in brand management and prides itself on taking an integrated, media-neutral approach to message creation. The agency is also recognized for its innovative Maximized Collateral Marketing process. The three simple principles of Look deeper, aim higher and work harder" define the agencys approach for developing creatively-compelling, results-generating solutions for a wide range of clients including TD Bank Financial Group, Schneider Foods, CHIP (Canadian Home Income Plan), TARION Warranty Corporation, Toronto Transit Commission, Shade-O-Matic, ACE Bakery and George Brown College.

For more information, contact:

Marylou Hilliard

Executive Vice President

McDonnell Haynes Integrated Communications Partners

416-467-8068 ext. 226

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