Granola brand 18 Rabbits taps Formula as first PR agency

Organic granola company 18 Rabbits has brought on Formula PR as its first PR agency partner with the goal of increasing brand awareness across the country.

SAN FRANCISCO: Organic granola company 18 Rabbits has brought on Formula PR as its first PR agency partner with the goal of increasing brand awareness across the country.

Formula, which began working with 18 Rabbits at the end of June, is tasked with engaging national print, online, and broadcast media, as well as bloggers and tastemakers. 18 Rabbits founder Alison Bailey-Vercruysse said the brand’s outreach is focused on health and wellness, sharing a message about "healthy snacks for the taste conscious."

The contract for the account is one year, and the budget is $7,500 per month, said Bailey-Vercruysse.

A team of four staffers is working on the account, which is led out of Formula’s New York office, said agency president Michael Olguin.

The firm plans to engage top-tier media, bloggers, and influencers, such as nutritionists, by inviting them to immersive experiences, Olguin explained. For example, about two weeks ago Formula held a blogger event in the kitchen of a New York restaurant to show the "artisanal craftsmanship behind the brand and the granola," he said.

18 Rabbits’ main target demographics are mothers and children, he added.

For the rest of the year, Formula will help the brand enhance its guerilla marketing and sampling efforts, said Bailey-Vercruysse. The agency is also assisting with thought leadership and arranging TV interviews for Bailey-Vercruysse. 18 Rabbits handles social media in-house, but Formula offered social strategies during its pitch, she added.

In 2015 the brand will debut in a major national retailer, introducing it to new markets, so next year its communications efforts will focus on the launch, Bailey-Vercruysse explained.

In addition to bringing on Formula, 18 Rabbits hired Kelly LeCoy last month as the brand’s first marketing manager.

Bailey-Vercruysse said she heard about Formula while attending an event for entrepreneurs and emerging brands in New York. At the time, 18 Rabbits was reviewing potential PR agency partners. Popcorn, Indiana CEO Hitesh Hajarnavis, who has worked with Formula since 2012, recommended the agency to Bailey-Vercruysse, and she invited the firm to pitch.

Earlier this year, all-natural food company Justin’s selected Formula as its first comms agency.

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