PARSIPPANY, NJ: B&G Foods is conducting an informal agency search for consumer PR support across various brands, confirmed Jordan Greenberg, VP of marketing at the company. The company's brand portfolio includes Cream of Wheat, Emeril's, Ortega, and B&G Condiments, among others.
The company, which is still in the process of deciding the brands behind which it would like to use PR for, began to have conversations with agencies a few weeks ago, he explained.
“It's just a conversation right now,” he said. “The chances are it won't include all brands.”
He added that the agency it selects will likely begin work on a project basis, but there's a possibility it could turn into an AOR relationship.
Currently, there's “no timing” on the process, he said. “We have exciting things [ahead], but this is an informal gathering.”
The company has brand managers but no in-house PR executive, which, in-part, is why it's looking for agency support, he added.
The company works with ICR on IR and corporate communications. The agency also appears as the IR and media relations contact on various press releases for consumer efforts. The most recent of which promotes the launch of Cream of Wheat's new Cinnabon Instant Hot Cereal.
B&G Foods has also worked with PR agencies, such as Burke PR, on individual brand projects.