TORONTO: Taste of Nature, a Canadian organic, gluten-free snack bar brand, has selected Duffy & Shanley as AOR as it seeks to raise brand awareness in the US.
The agency was brought on last month after a competitive review as Taste of Nature's first PR partner in the US, said Annette Maggiacomo, partner and VP of PR at Duffy & Shanley.
Duffy & Shanley is handling media relations, blogger outreach, social media, samplings, and grassroots event execution, such as outdoor lifestyle activities, to build buzz for Taste of Nature. Campaign activities for the brand, which has been available in natural products stores and grocery retailers in the US for about a year, will begin in January, said Maggiacomo.
She added that the snack-bar marketplace is crowded, so the agency will focus on Taste of Nature's differentiating factors, such as its flavors and organic, gluten-free, and non-genetically modified ingredients.
The company recently became active on Facebook and Twitter, said Maggiacomo, so Duffy & Shanley will work to amplify its social media presence, including on Instagram and Pinterest.
Duffy & Shanley works in the consumer PR space, but the Taste of Nature win has expanded the firm's portfolio to include the snack category, she added.
The agency's consumer clients include Staples, Brahmin, and Foster Grant.
The contract with Taste of Nature will run for one year. Budget information was not disclosed.
In Canada, Taste of Nature works with Strategic Objectives on PR efforts.