Veggie food supplier tabs FH to reposition one brand

COLUMBUS, OH: Worthington Foods, a supplier and marketer of vegetarian and other health-conscious foods, has tabbed Fleishman-Hillard as the agency of record for its Morningstar Farms brand.

COLUMBUS, OH: Worthington Foods, a supplier and marketer of vegetarian and other health-conscious foods, has tabbed Fleishman-Hillard as the agency of record for its Morningstar Farms brand.

COLUMBUS, OH: Worthington Foods, a supplier and marketer of

vegetarian and other health-conscious foods, has tabbed

Fleishman-Hillard as the agency of record for its Morningstar Farms

brand.



Worthington has charged the agency with a wide range of marketing

communications and branding tasks on behalf of Morningstar, which

produces meat-free products. The account will be based out of

Fleishman’s Chicago office.



Veronica Petta, Worthington’s director of marketing communications, said

the company views Fleishman as both a resource and a marketing partner.

’We were impressed by their creative approach,’ she said. ’Fleishman

provides us with a unique opportunity to have an unparalleled mix of

experts at our marketing table. The day-to-day account staff and other

people throughout the agency’s network will be important resources for

us.’



Petta declined to discuss the PR budget, but said Fleishman was chosen

after a competitive review that included four other national and

regional firms.



Rae Ann Johnson, a Fleishman partner and marketing practice leader in

the agency’s Chicago office, sees opportunities to re-position the

Morningstar brand as a mainstream supplier. ’The brand is continuing to

shift from niche to mainstream, and has captured an increasing ’share of

meals’ along the way,’ she said. ’This is an exciting food brand with

tremendous market potential.’



Morningstar is among the leading meat-alternative producers in US

supermarkets, and its products include Garden Veggie Patties, Breakfast

Links and MeatFree Corn Dogs. Parent company Worthington is celebrating

its 60th anniversary this year.



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