LINCOLNSHIRE, IL: Bubblegum brand Big League Chew has appointed Maroon PR as its AOR to build excitement around its 35th anniversary.
The brand, owned by Ford Gum & Machine Co., hired Maroon in April as its first full-time PR agency partner, said John Maroon, CEO of the eponymous firm. Big League Chew previously worked with agencies on a project basis.
Maroon has known Big League Chew founder and former professional baseball player Rob Nelson for years because of the brand’s sponsorship of Ripken Baseball, which has been the agency’s client since it was founded in 2006.
Big League Chew wanted to ramp up its PR efforts ahead of its anniversary this year, Maroon explained.
"There’s opportunity to take media relations and social media to another level with some national media placements," he said, "and really try to not only keep the demographic of youth baseball players and young kids, but also reconnect with the older generations in the 20s, 30s, and 40s that chewed the gum as kids."
In addition to traditional media, the firm is looking to connect the brand with consumers on social media channels such as Facebook, Twitter, and Instagram. Maroon launched Big League Chew’s Instagram account.
The agency also recently kicked off a social media campaign with Ripken Baseball in which youth teams have a chance to win free custom Under Armour uniforms for Ripken’s 2015 Labor Day Tournament. Participants must share photos of their team blowing bubbles with the hashtag #BigLeagueBubbles, along with a reason why they deserve to win.
Maroon’s initial contract is set to run through the end of baseball season in October. Budget information was not disclosed.
The agency’s other clients include Share Our Strength, Hard Rock Café, Famous Dave’s, and the US Soccer Foundation. Last year Maroon also began working with Walmart on PR in the Washington, DC, region.