CHICAGO: Wheatley & Timmons has been selected as AOR for BioVittoria, a global producer and processor of monk fruit, a natural, calorie-free sweetening ingredient.
The agency is also the AOR for Tate & Lyle, which manufactures the zero-calorie sweetener Splenda, and with whom BioVittoria formed a distribution partnership last October.
“We wound up partnering with Tate & Lyle on a global distribution agreement and we were introduced to Wheatley & Timmons, so it really got us to reevaluate where we were headed and what we were doing,” said Paul Paslaski, US-based VP of sales and marketing for BioVittoria.
After an informal review process involving one other agency, the company chose Wheatley & Timmons for a one-year contract, which began in June.
BioVittoria wants the agency to increase visibility of the sweetening qualities of monk fruit, which is used in Tate & Lyle's new Purefruit natural sweetener - and position the ingredient as a “consumer solution,” Paslaski said.
“The most important thing is to build an infrastructure of third-party support through our health professional outreach program and leverage that into mainstream media to get relevant articles in relevant magazines,” he added.
Up to five people will work on the account at Wheatley & Timmons, which plans to develop brand awareness among consumers through a variety of platforms, specifically focusing on traditional media efforts, according to Bob Wheatley, CEO of the Chicago-based agency.
“We will establish the foundation and communications efforts in and around the ingredient itself, educating nutrition and dietary experts and food influencers, as well as consumers,” he explained.
Targeting digital and print media will be a major part of the agency's outreach efforts, especially health-related publications, and Wheatley said the firm will also host events in the future to connect with more audiences.
“This is a paradigm-shifting ingredient that could transform opportunities for a lot of food and beverage businesses,” he added.