San Francisco: Tilia, which makes FoodSaver home vacuum-packaging systems, has hired The Walker Agency to handle PR directed at the outdoors, hunting, and fishing markets.
Walker specializes in PR for these markets, handling such clients as Bushnell, which makes binoculars, and several boat brands. It will put two staffers on the Tilia account.
Tilia still works with a Houston-based firm on consumer PR, but wants to raise its profile among outdoors enthusiasts.
"We know FoodSaver is popular among that crowd," said Stephanie Huff, marketing communications manager with Tilia. Using FoodSaver to vacuum-pack game meat and fish prevents freezer burn, as well as extends the shelf life of frozen foods, she explained.
Given the large number of hunting, fishing, backpacking, and other outdoors magazines, "we needed some direction to help us wade through this sea of publications," said Huff.
She had been familiar with Walker, based in Scottsdale, AZ, and contacted the agency with the assignment rather than put out an RFP.
Mike Walker, president of the agency, said he plans to target both publications and freelance outdoors writers. His agency maintains a list of more than 4,000 such writers.
Walker also intends to raise FoodSaver's profile at regional, state, and local meetings of outdoors writers' associations.