ENGLEWOOD, NJ: Whole grain snack company Popcorn, Indiana has named Formula PR its AOR following a competitive RFP.
The agency, which will help the company build brand buzz and increase consumer awareness, was selected from three finalists, said Jeff Dworzanski, director of marketing at Popcorn, Indiana. He declined to name the other agencies.
Prior to Formula, the company worked with Behrman Communications for nearly three years, said Dworzanski. While the firm “did a great job,” Popcorn, Indiana's “needs have evolved” as the brand has grown, he added.
Behrman representatives declined to comment on the relationship.
Dworzanski added that Formula was selected because of its expertise in the natural products and snack foods spaces, as well as for the cultural fit between the agency and the company.
“We're a smaller company, but we're in high-growth mode, so we need somebody that has a great combination of the scale to get our name out there in a bigger way, but also be small enough that we get a lot of senior-level attention, and Formula definitely fits the bill,” he explained.
With a team of five staffers working on the account, the agency will help Popcorn, Indiana increase awareness among consumers and become thought leaders, said Michael Olguin, president of Formula.
“What we're trying to do is change the perception of bagged popcorn to be fresh and to overcome the perception that to get fresh popcorn, you need to get microwaveable popcorn,” he said.
In addition to engaging traditional food and beverage and consumer lifestyle media, Formula will reach out to bloggers and create an influencer program to leverage third-party resources, such as nutritionists, who can validate healthy snacks, added Olguin.
Dworzanski said Formula will also help the company with its “exciting innovations and product launches” next year.
While the brand isn't particularly active on Twitter, with about 2,200 followers, Dworzanski said it wants to continue to build its Facebook footprint, which has more than 53,000 fans. Popcorn, Indiana will also put more emphasis on Pinterest, he said.
Formula has worked with Popchips, Honest Tea, Bear Naked, and Sun-Maid in the natural and healthy food and beverage sector.