NORTH BERGEN, NJ: The Vitamin Shoppe, a retailer and direct marketer of nutritional products, recently named Allison & Partners its AOR.
The agency was hired to help create awareness for the company, including national and regional products, as well as corporate and cause-related projects.
“The agency will focus on doing basic PR: establishing relationships, becoming part of stories we weren't before, and proactively going after reporters,” said Susan McLaughlin, director of corporate communications for The Vitamin Shoppe. She also noted the potential story tie-ins for cold and flu season and consumer health efforts for the New Year.
Allison & Partners will also work to promote the company's expertise in areas like health and wellness, and sports nutrition, as well as expand online awareness, said McLaughlin. Outreach to media will range from broadcast to bloggers.
“I'm a one-person department… I wanted to find [an agency] who understood media relations, that [it's] not just about throwing money at something, but making relationships with reporters and sharing information,” she said.
The agency was hired as AOR in July, though the relationship was announced late last week. It had recently completed two projects for the company to help promote its spokespeople.
The firm had also previously participated in an AOR review for The Vitamin Shoppe last fall, which it did not win. McLaughlin declined to say which firm did, though she said the relationship lasted less than six months. However, Rich Lukis, EVP at Coyne, confirmed his agency served as AOR for The Vitamin Shoppe within the past year. He declined to comment further.