DALLAS: Brach’s Confections has selected Dallas-based BlueCurrent Public Relations as its first AOR in years to build awareness among younger consumers.
Julie Daniels, director of communications at Brach's, said the company decided it was time to "take its PR efforts to another level" and commit to a long-term effort and partnership.
"We've worked with many of the big agencies in the past but it's always been on a project-by-project basis," Daniels said. "This will be one of our first major efforts in a while."
Rob Martin, founding partner of BlueCurrent, said most of the details on the forthcoming campaigns are still being hammered out, but said they will include media outreach and sampling events. One such event, the details of which are currently being finalized, is scheduled to take place on Valentine's Day.
According to Martin, sampling events will take place aboard the flights of a major airline, and that there would be further media outreach during holidays such as Easter, Halloween and Christmas.
"We'll have a big focus on dailies and consumer magazines," Martin said. "We're going to position the product as something that kids and their families can use in cooking recipes and for decorations."