Dailey Picks Up King’s Hawaiian

King’s Hawaiian Bakery has named Interpublic’s Los Angeles-based Dailey unit to handle its integrated communications following a review.

The Torrance, Calif.-based producer of Hawaiian sweet bread previously worked with L.A. agency Brand 33. Dailey will handle advertising, promotion, Web site development and social media for the family-owned company as well as media planning and buying.

Media spending on the brand, which is distributed nationwide, was $500,000 last year, excluding digital, per Nielsen.

King’s Hawaiian was founded more than 50 years ago in Hilo, Hawaii by Robert Taira, one of the first businessmen to bring Hawaiian food to the mainland. In 1977, he built his first bakery in Torrance. He also opened two restaurants there: King’s Hawaiian Restaurant & Bakery in 1988 and The Local Place in 2002.
“When considering an agency change for King’s Hawaiian, it was important to find a partner with an integrated model, category expertise, digital prowess and the ability to consistently generate breakthrough ideas across all platforms,” Julie Abraham, the client’s head of marketing, said in a statement. “Dailey delivered all of this and embodied the ‘aloha spirit’ that is so important for our brand.  We look forward to working with them as our new advertising partner.”