The Chelsea Record

Kayem’s TV campaign was well worth the effort

Chelsea, MA (August 15, 2002) - As high-tech companies and telecommunication firms struggle to stay afloat during the recession,

Chelsea-based Kayem Foods has been posting record numbers and launching an aggressive television advertising campaign.

Kayem spent more than $400,000 on a campaign that ran for eight weeks on the major networks, and vice president of

sales and marketing John Lunde says it has been worth every penny. “We actually saw record growth in July,” Lunde said, pointing

to July numbers that show a 21 percent increase in volume compared to last July’s figures.

The family-owned company, whose name is derived from founder Kazimierz Monkiewicz’ initials, has grown from its beginnings as

a pushcart handmade sausage business in 1909 into a large meat processing company that distributes its products in New England,

New York, New Jersey, Florida, Chicago, North Carolina and South Carolina. And this latest advertising push, which Lunde

says is the largest ever in terms of money spent, is part of an effort to position the company as an even bigger player in the food world.

Because of the company’s decision to make a serious advertising play, targeting the key market of women aged 29 to 49,

Lunde says Kayem chose to air its 30-second spot during the network’s morning news programs, the soap opera “General Hospital,”

and prime time network programming.

“It was a very conscience choice not to go low end,” Lunde says.

And the commercials, simple and old-fashioned, dubbing Kayem “the hometown taste of New England,” seem to have accomplished

their goal. Lunde says the commercials hit 90 percent of their targeted audience at least once during the commercials’ run, and

Channel 7 executives were so impressed by the quality of the ads that they gave Kayem extra runs at no cost. And, of course,

there is the increase in sales. “You don’t see a 21 percent increase in volume by accident,” Lunde says.

He attributes the company’s success as much to the hard work of its employees as to the quality of the products and the

advertising campaign. And, during times such as these when families are trying to make their paychecks go a bit further,

customers are drawn to reasonably-priced product such as those from Kayem. “We’re not making filet mignon…we’re making

fun food, sandwich foods,” he says.

Kayem may be most well known for their hot dogs, but they also distribute traditional Italian sausages, deli meats, pizza and

even fresh gourmet chicken sausage. Lunde says they are the biggest supplier of ham in New England.

Much of the foods are produced in the Chelsea plant, which, with more than 500 employees, has grown recently with an addition

to total more than 200,000 square feet. Kayem is also very involved in the community, supporting the Chelsea Boys and Girls Club,

Chelsea Day and other community projects. “We look forward to continuing our involvement in the Chelsea community. It’s a

major focus. It always has been,” Lunde says.

Lunde says Kayem’s next television ad campaign will kick off in March or April. The company is also planning to continue its radio

ads, and Kayem’s event vehicle will be visiting concerts, charity walks, and other events this summer.