Shearer's Foods Hires Innis Maggiore to Grow Brand

Regional Snack Food Manufacturer Teams with Leading Agency in the Practice of Positioning

CANTON, Ohio (November 29, 2007) - Shearer's Foods, Inc. ( has hired Innis Maggiore (, the nation's leading agency in the practice of positioning, to help drive brand preference with consumers for its line of snack foods. After a highly successful redesign of the Shearer's packaging contributed to sales growth, the company sought a marketing partner to assist in expanding its loyal customer base and to capitalize on niche opportunities in the main aisle of grocery retailers.

Based in Brewster, Ohio, Shearer's produces salty snacks under the Shearer's name and private-label brands. Shearer's snacks are a well-known regional brand with a strong local following that is poised for expanded national growth. The brand promises "Shearer perfection in every bag" and offers its customers the freshest, best-tasting snacks at a great value.

The family-run company began 34 years ago and now employs more than 700 associates at three distribution centers. The company's direct-store delivery model, which involves stocking and maintaining inventory in the retail environment at the peak of freshness, has been highly effective in building retail customer brand loyalty.

"Innis Maggiore's expertise in the practice of positioning makes them the perfect partner as we grow the Shearer's brand," said Bob Shearer, president and CEO of Shearer's Foods, Inc. "Their combination of knowledge, creativity and passion makes them the ideal choice."

"We're privileged to be working with a company that places such high value on its people, its processes, its product and its community," said Dick Maggiore, president and CEO, Innis Maggiore. "Passion runs through everything they do. Their energy is contagious. We're excited to have been selected as Shearer's partner in defining and building its brand."

Shearer's is a national distributor of salty snacks. The majority of Shearer's products are trans-fat-free. Real Simple named Shearer's chips "best chips with a beer" and Newsweek called them "crisply addictive." Shearer's has been named the preferred salty snack provider for the Cleveland Indians and Pittsburgh Pirates major league baseball teams and the Akron Aeros minor league baseball team.

Innis Maggiore is the nation's leading agency in the practice of positioning, building strong brand positions for companies in competitive markets. The advertising and public relations agency, with 2006 capitalized billings of more than $24 million, employs more than 40 associates at its offices in Canton and Youngstown, Ohio. Key clients include Alside, Aultman Health Foundation, Bank of America, Bil-Jac Foods Inc., Goodyear, GuideStone Financial Resources, NEOUCOM, Nickles Bakery, Parker Hannifin, Progressive Foam Technologies, RTI International Metals, Republic Engineered Products and Shearer's Foods, Inc.

Innis Maggiore is a member of the American Association of Advertising Agencies, the Direct Marketing Association, the National Investor Relations Institute and the Public Relations Society of America. The company maintains a website at

For more information contact:

Jim Cyphert
PR Director
Innis Maggiore
P: 330-492-5500
C: 330-501-9886
Email Jim Cyphert

"Nobody counts the number of ads you run; they just remember the impression you make."

- Bill Bernbach

"Positioning is the single most powerful concept in marketing. To stake a position means an organization, product, or service stands for one thing in the minds of prospects."

- Dick Maggiore



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