Albertsons brings in Maxwell to tout chain's nutritionist programs

BOISE, ID: Supermarket chain Albertsons has taken on Maxwell PR, a boutique agency based in Portland, OR, to handle PR for its Northwest Nutrition program.

BOISE, ID: Supermarket chain Albertsons has taken on Maxwell PR, a boutique agency based in Portland, OR, to handle PR for its Northwest Nutrition program.

Maxwell has three of its seven staffers working on the program, which seeks to gain media exposure in Oregon and Washington for Cheryl Dolven, an Albertsons dietitian.

The agency is also distributing articles written by the nutritionist to community publications, and has been pitching her to TV stations for stories dealing with seasonal health concerns such as remaining hydrated in hot weather, said Amy Dennis, an assistant account executive at Maxwell.

In the past, Albertsons has spotlighted staff dietitians in Boise, ID, Florida, California, and the Midwest, and found success working with boutique agencies, said Jeannette Duwe, corporate media relations manager. Smaller agencies tend to know the local media, and therefore pay a higher level of attention to the program, she explained.

With six staff dietitians around the country, Albertsons believes it has the largest dietitian program of any US supermarket chain, and feels that gaining media attention for it is a PR plus.

Maxwell had income of $774,945 last year. Dennis said that while three staffers are now working on the Albertsons account, the entire agency will likely become involved at some point. Albertsons' Duwe would not specify how much the store chain plans to spend on this particular PR effort.

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