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
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
Petta declined to discuss the PR budget, but said Fleishman was chosen
after a competitive review that included four other national and
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.