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Erich & Kallman, the independent, award-winning ad agency known for creating memorable and engaging campaigns, has been appointed as the new creative agency for King's Hawaiian, the Los Angeles-based producer of the number one branded roll in the United States, along with other great Hawaiian inspired products that inspire joyous food experiences people can’t resist being a part of.   

"We’re so excited to kick off our partnership with King's Hawaiian,” said Eric Kallman, founder and chief creative officer of Erich & Kallman. “A time-honored and family-owned brand, their commitment to quality and delicious products is inspiring, and we can’t wait to further amplify their vision and values.” 

With offices in San Francisco and Austin, Erich & Kallman will oversee creative development across all media channels. Media responsibilities will continue to be handled by existing partners, guaranteeing strategic alignment and impactful media placements. 

“We selected Erich & Kallman as our new creative agency because of the impressive strategic approach they shared paired with a clear understanding of the King’s Hawaiian brand and company values,” said Holger Kraetschmer, chief marketing officer of King’s Hawaiian. “We have big plans for King’s Hawaiian and look forward to partnering with Erich & Kallman to show how this brand adds even more fun and excitement to occasions big and small, bringing loved ones together.” 

The first campaigns developed by Erich & Kallman are scheduled to launch in 2025 and will capture the essence of King’s Hawaiian’s beloved brand and irresistible products while engaging consumers in new and exciting ways.