DENVER: Natural and organic frozen food company EVOL Foods has selected Ogilvy Public Relations as its first AOR, following an RFP.
Three agencies participated in the review. Andrew Jaffe, VP of marketing at EVOL, declined to name the other competing firms.
EVOL conducted an agency search because it wanted to ensure that PR remained a priority for the brand as it enters its next growth phase, Jaffe said.
“PR has always been a focus for the brand, but we have been doing a lot of it internally,” he explained. “As resources are thin within a small, entrepreneurial company, we thought it was really important to bring somebody onboard full-time that would put more firepower and focus behind all of the outreach.”
EVOL chose Ogilvy because of the agency's integrated approach to PR and its strategies for how to promote the brand in both the traditional and digital sectors, Jaffe said.
Ogilvy will help the company raise consumer awareness through blogger engagement, product launch support, and broadcast, online, and print media outreach. The agency will target a range of outlets, including lifestyle, health and wellness, and food media. It will also leverage EVOL's gluten-free offerings and work on thought leadership to tell the brand's story.
EVOL handles social media in-house.
Jaffe declined to disclose the account budget but said it is not that of a big brand since EVOL is in the start-up space.
EVOL products are sold at retail stores nationwide, such as Whole Foods Market, Kroger, Safeway, Publix, and Ralphs.