O'Malley Hansen named AOR of Nature's Variety

LINCOLN, NE: Holistic pet food company Nature's Variety has selected O'Malley Hansen Communications as its AOR, following an RFP process involving three other agencies.

LINCOLN, NE: Holistic pet food company Nature's Variety has selected O'Malley Hansen Communications as its AOR, following an RFP process involving three other agencies.

The firm will focus on providing strategic counsel and supporting media efforts for Nature's Variety, which recently expanded its presence with independent pet retailers and Petco, said Jill Gainer, director of communications and consumer insight at the company.

Nature's Variety had previously worked with Jeff Dezen Public Relations and Wheatley & Timmons as its AOR.

O'Malley Hansen, with up to five staffers on the account, will work closely with Gainer, who handles all of Nature's Variety's internal PR and social media efforts.

The agency plans to raise brand visibility and educate consumers about the “transformational benefits” of Instinct, Nature's Variety's raw pet food line, said Agatha Thaller, director at the agency.

“When you say ‘raw food,' people get a little uncomfortable about it, so our goal is to educate as many people as we can to let them know that it's easy to feed and it's not just something that their pets like,” she said. “It has nutritional benefits that can go past just that day of eating and extend to the life span of the pet to make them more healthy overall.”

The agency's efforts will also include outreach to pet bloggers and targeted media outlets, as well as to pet-food nutrition experts. Thaller added that the firm will also work with strategic markets and test markets.

O'Malley Hansen will offer counsel on content for the company's social media channels, but Gainer will continue to manage Nature's Variety's digital platforms.

The agency is not planning any events for Nature's Variety, focusing most of its work on increasing consumer awareness and getting to know the brand, said Thaller.

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