Sur La Table selects M Booth as AOR

SEATTLE: Kitchenware company Sur La Table has selected M Booth as AOR after an RFP.

SEATTLE: Kitchenware company Sur La Table has selected M Booth as its first AOR after an RFP.

Four agencies, both “large and small,” participated in the review, said Eli Winkler, VP of marketing at Sur La Table, via email. He declined to name other firms.

The company chose M Booth because of its “experience in both the retail and food spaces,” Winkler added.

With a team of four core staffers handling the account, M Booth will focus on increasing consumer awareness of the Sur La Table brand both nationally and regionally, said Jennifer Teitler, SVP and director at the firm.

“One of the key goals that we have is to elevate the media coverage beyond just product placement and tell the story about what the brand is about and all the great artisans at work on the products they sell,” Teitler said.

M Booth will reach out to consumer media, some business publications, local press outlets where the retailer has stores, and influencers such as mom and dad bloggers, culinary bloggers, and home-product bloggers, Teitler added.

The firm will also provide Sur La Table with strategic social media counsel, but the company will continue to manage its own social media channels internally, she said.

Teitler added that M Booth will also support the company's culinary instructional program, which offers cooking classes in 30 locations around the country. She added that the agency may also handle some event execution as the brand expands to other cities.

M Booth also works with Disney Consumer Products, CafePress, and Open Table. The firm reported revenue of nearly $14.1 million in 2011 for PRWeek's Agency Business Report.

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