BRANCHBURG, NJ: Natural and organic deli meat company Applegate Farms has picked Maloney & Fox to handle PR for a new product planned to launch during this fall's back-to-school season.
Applegate's new Lunchbox line will compete with Oscar Mayer Lunchables from Kraft. Applegate's product will be an organic alternative to Lunchables, using nitrite- and phosphate-free cold cuts.
"They clearly are filling a niche that has been wanting to be filled," said Margie Fox, copresident and cofounder of NY-based Maloney & Fox.
Organic-food producers have long sought ways to broaden their consumer appeal. Offering more convenient organic products has been mentioned as one way to do that, and that's what Applegate plans to do, said Fox.
"They are taking organic out of the hemp and Birkenstock conversations," she explained.
Working mothers with young children will be a prime demographic target for the new line. PR efforts will involve grassroots activities such as street-level teams, said Fox. Humor will be part of the campaign.
Applegate has been in business more than 10 years, using free-range livestock and poultry. In February, it introduced Hand-Held Stuffed Sandwiches, a line of frozen stuffed-pocket sandwiches with natural fillings.