NEW YORK: Siggi's Dairy, which makes traditional Icelandic yogurt called skyr, has selected John Doe as its AOR for PR, following a review.
The company, which talked to “several” firms during the process, chose the agency because it understood Siggi's “objectives and brand voice,” explained Bart Adlam, president of Siggi's Dairy.
Before hiring John Doe, which started work on the account on July 1, the brand had not worked with an agency.
“We've only been opportunistic in the past regarding media, and we've never done any advertising,” Adlam said.
John Doe will engage a mix of traditional and digital media across the country to get Siggi's message out that it is a healthy alternative to Greek yogurt with simple ingredients and less sugar.
The agency will reach out to a mix of lifestyle, health and nutrition, food, and business media, as well as handle social media for the company.
Adlam said that since Siggi's is a “premium” brand, the people who buy it love yogurt and are willing to pay for it.
With a team of three staffers on the account, John Doe will also promote Siggi's children's yogurt, which will launch in August in Whole Foods and Target stores.
The contract will run for less than one year to start, but Adlam said the brand wants the relationship with John Doe to be longstanding. He declined to disclose budget information on the account.
John Doe, a UK-based agency, entered the US market last October with an office in New York City and Illy Caffe as its launch client.
PRWeek reported on Monday that Greek yogurt company Chobani has started a review of its PR AOR account. FleishmanHillard is the incumbent on that contract.