RANDOLPH, MA: Baskin-Robbins is launching a new line of products, Cake Treats, with an integrated marketing campaign that includes extensive PR efforts by Schneider Associates in Boston.
Schneider is in the midst of a three-week-long drop-off of Cake Treat samples to media and television shows such as The View and Today.
"We want to make sure Cake Treats are really in consumers minds for holiday entertaining," said Julie Hall, a Schneider VP.
Schneider earlier this month released results of the Baskin-Robbins Piece of Cake survey of 1,000 adults on who would win the presidential election.
Schneider had done regional work for Baskin in New England this summer and was hired to handle national PR in the early fall, Hall said.
The agency's experience in relaunching established brands made it a good fit for Baskin, said Maria Feicht, director of brand excitement at Baskin-Robbins.