MATCH Inc. has been named advertising agency of record for the Edwards Baking Company, the consumer retail division of Atlanta based Edwards Fine Foods. The agency’s challenges will be to strengthen the company’s marketing efforts, to target consumers and to develop overall brand recognition.

In the ‘50s, Edwards was con ceived as a small retail shop offering baked goods. The company now man ufactures and markets gourmet desserts for retail and food service channels across the nation. Edward’s Director of Retail Mar keting, Connie S. Day said, “MATCH show ed some very insightful creative work and demonstrated smart, strategic expertise in consumer marketing.”

The MATCH crew has been celebrating more than expanding business; the agency recently observed its fifth anniversary.