Publicis diversifies food division with Chef�n account win

SEATTLE: Kitchen-gadget maker Chef?n has hired Publicis Dialog Seattle as its new PR agency of record.

SEATTLE: Kitchen-gadget maker Chef?n has hired Publicis Dialog Seattle as its new PR agency of record.

The win represents a diversification for Publicis? food group. The firm has worked with commodity food clients and branded food products, but wanted to diversify into related areas in 2003, explained Steve Bryant, president of Publicis Dialog Seattle.

?This is a whole new category for us,? Bryant said of the win. Publicis will put four people on the account.

Chef?n makes kitchen gadgets such as the distinctive-looking PepperBall pepper mill.

The company had worked with JB Cumberland Group of New York, before issuing an RFP for an agency of record.

Publicis has begun doing customer research for Chef?n, trying to determine the role people see for kitchen tools. Bryant expects to take company PR efforts in new directions.

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