FLORHAM PARK, NJ: Gelato and sorbet company Ciao Bella has selected Formula PR as its PR AOR, following an informal review.
The company, which had worked with A Tiny Coalition for five years, talked to a few other agencies, but picked Formula after its first meeting with the firm, said Athena Kasvikis, VP of marketing at Ciao Bella.
Formula, which began working with Ciao Bella at the end of July, was selected because of its passion for and understanding of the brand, as well as its experience in the food sector, said Kasvikis.
So far, the agency's work and ability to connect with consumers has been “nothing but impressive,” she added.
“What we're really looking at for next year is a complete resurgence of the brand, so we are looking at adjusting almost everything down to the packaging, but also its look, tone, and feel,” said Kasvikis.
Ciao Bella, which is a 30-year-old company, is focused on telling its story to consumers and the media and getting its brand message to the public, which will be one of Formula's main tasks.
The agency is planning to “create some buzz and excitement and link it back to the heritage and authenticity of the products,” said Michael Olguin, president and founder of Formula.
With a team of five staffers on the account in its New York office, Formula is working with Ciao Bella on media and influencer relations and partner marketing to spread the word about how the company creates its flavors, added Olguin.
Kasvikis said the Formula team will look at opportunities to share the brand's stories, such as how the blood orange sorbet is made with blood oranges from Sicily, and how one of Ciao Bella's main chefs is from Torino, Italy.
Budget information for the account was not disclosed.
Formula's other food and beverage clients include Tribe Hummus, Liquid Nutrition, and Neuro Drinks.
A Tiny Coalition said in a statement that it “has enjoyed working with Ciao Bella over the past five years, and remains a loyal brand advocate in wishing them continued success moving forward.”