The agency won the account after Botanical PaperWorks came up with a shortlist of smaller, independent agencies based in Toronto.
The assignment includes media outreach in North America, with a focus on publications based in the US, where most of its products (which include invitations and business cards) are sold online and at high-end specialty boutiques.
Journalists working for lifestyle media are being targeted, as well as vertical media associated with Botanical's product categories, including bridal and baby publications. “This product is the kind of thing that when you tell people about it they say, ‘Oh yeah, I've seen that'," said Louise Armstrong, executive VP and co-founder, Palette PR. “But people don't particularly associate a brand name with the product, so our job is to connect the concept of plantable paper with Botanical PaperWorks.”