Michelina's Sings a New Tune with McDonnell Haynes

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

McDonnell Haynes Integrated Communications Partners has been selected as the advertising agency for the Michelina’s® brand of frozen entrees in Canada. The brand is well known for its “Hey, Michelina’s” TV campaign that adapted the “Macarena” song and helped take Michelina’s 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 Michelina’s, Inc. “We’re in an intensely competitive category and McDonnell Haynes showed us that they had the skills we need across all media and marketing opportunities.”

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

The Michelina’s 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 Michelina’s

Michelina’s is a leading manufacturer of quality frozen entrées. The following brands are available in Canada: Classics™, Bowls, Lifestyle®, Michelina’s Salad Bowls®, Comfort Classics™, Zap’ems®, and Michelina’s 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 agency’s 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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