Justin's brings on Formula as first PR agency partner

All-natural food company Justin's has selected Formula PR as its first comms agency following an informal review.

BOULDER, CO: All-natural food company Justin’s has selected Formula PR as its first comms agency following an informal review.

Justin’s, known for its nut butters, brought on Formula in July after interviewing several other PR firms, said Justin Gold, CEO and founder of the brand.

He said Formula rose above the competition because of its expertise in the natural products space, as well as its professionalism and understanding of the brand.

"[The agency] taught us things about our brand we didn’t necessarily know," explained Gold.

Up until now, PR was handled internally at Justin’s, and outreach efforts were focused on guerilla marketing tactics and social media.

"When you’re a small business selling in grocery stores, PR isn’t effective until your reach is national," said Gold. "Our company is 10 years old, and for the first 10 years, our goal was to grow the brand and get into as many retailers as possible, so then we could go and really start telling the story on a national level."

Formula is tasked with engaging media and bloggers around the country to tell the brand’s stories around health and wellness, sustainability, and natural products. The agency will also advise on social media and work with Gold on thought leadership efforts to leverage his expertise in the entrepreneurial and sustainable spaces.

Gold said the company is currently discussing Formula’s involvement in experiential marketing and brand ambassador programs, as well.

For the rest of the year, the brand is focused on working with the agency to figure out who its core consumers are and how to reach them through clear, consistent messages, said Gold.

In addition to introducing Justin’s to the mainstream consumer, Formula, with a core team of five staffers on the account, will help position "Gold as a leader and a spokesperson in the natural space," said Michael Olguin, president of the agency.

The account is being led out of the firm’s New York office.

"Justin’s is very much a passion brand," said Olguin. "The people who buy it are zealots for it, and these are the best kinds of brands to work on."

Last month, Formula was also brought on by Dunkin’ Donuts to help the brand engage consumers and media as it expands into California.

The initial length on the contract is one year. Budget information on the account was not disclosed.

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