Balance Bar selects 360 PR to create national campaign

VALHALLA, NY: Balance Bar, an energy and nutrition bar maker, has selected 360 Public Relations as its PR AOR following an RFP.

VALHALLA, NY: Balance Bar, an energy and nutrition bar maker, has selected 360 Public Relations as its PR AOR following an RFP.

The company, which was founded in 1992, chose 360 PR because it was impressed by its team, its healthy living practice, and the firm's knowledge of the brand, said Peter Wilson, president and CEO of Balance Bar, via email.

“We needed a team that would help us reach consumers in new and more meaningful ways,” he added, via email.

Wilson said the company previously worked with a small PR shop for several years that did “excellent work,” but declined to name the agency.

“It was tough to set our previous firm aside, but our growth required we find an expert, mid-size firm with room to expand,” he said.

360 PR, with a team of four staffers working on the account, will create and execute a national PR campaign to increase consumer recognition of Balance Bar and promote some of its soon-to-be released products, said Rob Bratskeir, GM of New York and EVP at the firm. The campaign will start to go public in early 2013.

To reach consumers, the agency will engage print, online, and broadcast media across a wide range of categories, such as women's and men's health, fitness, and consumer lifestyle, said Bratskeir. Blogger outreach will also play a key role in the initiative.

“The goal is to reintroduce Balance Bar to consumers and show why Balance Bar is for anyone who is on the go and needs energy to keep their day going,” he explained.

360 PR will also work on social media strategy for the campaign and collaborate with Balance Bar's creative and digital agency Moosylvania and Lara Jackle Dickinson Consulting, which is handling upcoming product launches.

Other clients in 360 PR's healthy living practice include yogurt company Stonyfield, tofu-producer Nasoya, grocery home-delivery system Peapod by Stop & Shop, and Sun Country Foods' Kretschmer Wheat Germ brand.

Both Sun Country Foods and Balance Bar are owned by private equity firm Brynwood Partners.

It is understood that Balance Bar previously worked with Wendy Hirschhorn Public Relations.

"I've had a great relationship with Balance Bar as AOR since it was acquired by Brynwood Partners in 2009,” said Wendy Hirschhorn, senior partner and publicist at the eponymous firm. “One of the most successful initiatives was engaging hundreds of mommy bloggers to receive and review assorted Balance Bar flavors and to provide Balance Bar giveaways for their readers.”

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