Fineman food PR strength earns it Weider bevs line

SALT LAKE CITY: Weider Nutrition International has named Fineman Associates to conduct a brand PR campaign to promote the launch of a new line of products from its Functional Beverages division.

SALT LAKE CITY: Weider Nutrition International has named Fineman Associates to conduct a brand PR campaign to promote the launch of a new line of products from its Functional Beverages division.

Weider executive VP/general manager Tom White told PRWeek that the company conducted a four-week review in September culminating with three finalists: Houston-based Vollmer, San Francisco-based Fineman and a small Salt Lake City-based firm.

White said he chose Fineman because 'they have an extremely strong background in food products, and a more in-depth broadcast element.' Fineman was also one of the few agencies that had experience with 'functional' ('healthy and tasty') beverages, White added.

Fineman will generate awareness in eight core Western markets for the three different beverage brands, slated to launch early next year, account supervisor Heidi White said.

'It's primarily a consumer campaign with some trade elements,' she added.

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