The Boulder office of Crispin Porter + Bogusky LLC is the new agency of record for Fruit of the Loom, based in Bowling Green, Kentucky. Financial terms of the deal were not disclosed.
CP&B takes over from advertising agency The Richards Group. Crispin plans to “build upon the momentum started with the heritage brand’s new campaign,” which was launched by The Richards Group during the 2012 Summer Olympics. Fruit of the Loom has a budget estimated at $25 million to $30 million for the campaign, according to published media reports.
Crispin also becomes the agency of record for Fruit of the Loom’s Vanity Fair and Russell Athletic brands.
Fruit of the Loom, one of the largest manufacturers and marketers of underwear, is owned by Berkshire Hathaway Inc. (NYSE: BRK: A and BRK: B), a holding company in Omaha, Nebraska. Crispin is a division of MDC Partners Inc. (Nasdaq: MDCA), an ad company based in New York and Toronto. MDC reported $267.5 million in gross revenue for the quarter ending Sept. 30.