Confectioners bump up PR brand-building efforts

DALLAS: A slew of confectioners are seeking to build brand awareness through PR this year.

DALLAS: A slew of confectioners are seeking to build brand awareness through PR this year.

Brach's Confections has selected Dallas-based BlueCurrent Public Relations as its first AOR since the company relocated from the Chicago area to its Dallas headquarters in early 2004.

Julie Daniels, director of communications at Brach's, said the company decided it was time to "take its PR efforts to another level" and commit to a long-term effort and partnership.

"We've worked with many of the big agencies in the past, but... on a project-by-project basis," Daniels said. "This will be one of our first major efforts in a while."

Rob Martin, founding partner of BlueCurrent, said most of the details on the forthcoming campaigns are still being hammered out, but they will include media outreach and sampling events. One such event, the details of which are currently being finalized, is set for Valentine's Day.

According to Martin, sampling events will take place aboard the flights of a major airline, and there will be further media outreach during other holidays, such as Easter, Halloween, and Christmas.

"We'll have a big focus on dailies and consumer magazines," Martin said. "We're going to position the product as something that kids and their families can use in cooking recipes and for decorations."

Also, Unilever Ice Cream has chosen Chicago-based GolinHarris to develop PR strategies focused on brand building, new product introductions, buzz marketing, and health and wellness communications. The efforts will support the Breyers, Popsicle, Klondike, and Good Humor brands.

Fred Cook, president of Golin, said Unilever, through PR, is "looking to differentiate its products and make sure it's not viewed in the same light as its competitors. It wants consumers to be more knowledgeable about [the brands]."

Other candy wins: chocolate maker Lindt & SprĊ¸ngli retaining Cone as its AOR. Boston-based Cone will handle all corporate and brand communications activities. And Nashville, NC-based J.W. Butterfields gourmet candy company has named Vitalink, Raleigh, NC, as its marketing firm.

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