SHERMAN OAKS, CA: Sunkist Growers has selected MSLGroup as AOR for its food service business for lemons following a review, giving the agency a larger part of its PR work.
MSLGroup will focus on increasing the use of lemons at chain restaurants and by influential chefs, said Steve Bryant, director of the food and beverage specialty at MSLGroup Americas. The agency works on Sunkist's consumer business and has handled cause-marketing campaigns in the past.
Sunkist representatives confirmed the selection, but declined to comment further on the relationship.
As many as six MSLGroup staffers are working on the account, said Bryant. VP Diana Steeble is leading account work.
Bryant added that MSLGroup's work for Sunkist lemons is “all about getting chefs and food-service decision makers to use more lemons and use them in more recipes, applications, and meal parts.”
The firm is also “representing Sunkist lemons in trade media, trade advertising, and at trade conferences,” he added.
“We have a holistic capability,” he said. “We go well beyond PR. In particular, when it comes to b-to-b marketing, it's important to go beyond PR.”
MSLGroup will also research lemon trends, such as how and where they are used through third-party and original research, then share that data with chefs and restaurants, Bryant added.
The firm will also help Sunkist with the “S'Alternative” campaign, which encourages lowering salt in meals by adding lemon juice.