LOS ANGELES: PainePR has been hired for a seven-figure account to promote a new cooking oil that claims to aid weight loss by burning as energy in the body rather than storing as fat.
Called Enova, the product is a mixture of soy and canola oils and will debut in January. It is a joint venture between Illinois-based Archer Daniels Midland (ADM) and Japan-based Kao Corp., which has sold the oil in that country under a different brand name since 1999.
Graham Keen, VP of corporate marketing at ADM, said PainePR was chosen after an extensive search that began with 20 firms and was then cut down to three finalists during two rounds. Keen declined to name the other agencies involved.
He added that while a large advertising campaign is planned for the launch, PR will play a critical role in explaining the science behind the new product to consumers.
"This will be a pretty comprehensive, coordinated [effort]," Keen said. "We think the PR campaign is just as important as the ad campaign. This is very much a product that is going to benefit from word of mouth."
Enova differs from other oils in its chemical makeup. While most oils are predominantly composed of triacylglycerols (TAGs), Enova uses a biological enzyme to convert it to mostly diacylglycerols (DAGs). TAGs are eventually stored as fat by the body, while DAGs are metabolized differently and used as immediate energy.