MARSHALL, MN: The Schwan Food Company has expanded M Booth's scope of work to include PR responsibilities for five consumer brands following an informal review.
M Booth, which has been AOR for online grocery store Schwan's Home Service since 2009, was selected as PR agency partner for the company's Red Baron, Tony's, Freschetta, Edwards, and Mrs. Smith's frozen food brands.
Mike Smith, director of corporate communications for Schwan Food, said via email that the business selected M Booth because of its passion, integrated marketing experience, and “consumer digital know-how.”
"Our focus is to build excitement and consumer engagement for our three pizza brands, as well as frozen meals and desserts,” he added.
GolinHarris previously worked on Schwan's consumer brands for at least three years, but had to resign the account due to a conflict with its Unilever ice cream business, said Kathy Maiorana, executive director of marketing and business development at Golin.
“We really enjoyed working with them and thought we were great partners, but we understood their situation,” she added.
With a team of six staffers working on the business, the agency will help each brand with communications strategy development, media outreach, and social media support, said Rich Goldblatt, SVP and director of the Better4You practice at M Booth.
“Our job is really to communicate taste, quality, and convenience to the target consumer, which in many cases is mom, and the fact that these are really great quality products will make our job a lot easier,” he added.
Goldblatt said some of the work will be handled by the firm's Better4You group, which was launched about three years ago to provide clients with information on food, nutrition, and health trends to help them create better products and communications plans.
“It's great because it helps build our food business here at M Booth,” he explained.