WESTBURY, NY: 1-800-Flowers has expanded MWW’s responsibilities to serve as the PR agency partner for gifting brand Harry & David after a competitive review.
MWW has served as the AOR for 1-800-Flowers.com and its family of brands, including The Popcorn Factory, Fannie May chocolates, Cheryl’s Cookies, and 1-800-Baskets.com, for about a decade, said Yanique Woodall, VP of PR at the floral retailer.
She said the company, which acquired Harry & David last fall, issued an RFP for the gift brand and invited MWW to pitch for the business.
"We knew MWW would do well with [the account] and, as always, they did a phenomenal job with their proposal process and we were happy to select them as the AOR across all the brands," explained Woodall.
DBC Public Relations was the incumbent on the account. Representatives from the agency declined to comment on the former relationship.
Woodall added that MWW has helped 1-800-Flowers tell its story over the years and engage consumers with its various product lines.
The firm’s New York office is leading account work. It is focusing on consumer PR and helping to "make the brand relevant to consumers," Woodall explained.
The agency will focus on consumer PR and helping "make the brand relevant to consumers," she added. MWW will also offer support and counsel on Harry & David’s social media strategy.
Budget information was not disclosed.
Harry & David, founded in 1934, was bought by 1-800-Flowers.com last September for $143 million.