SAN DIEGO: Arctic Zero, a healthy ice cream company famous for appearing on the TV show Shark Tank, has chosen MWWPR as its AOR.
MWWPR began working with Arctic Zero earlier this year after it won the RFP. The company considered 12 agencies for the year-long contract. The account will be led out of Chicago by John Digles, health and wellness practice lead, and will have a core team of five.
"We’ve developed something totally new and different and the challenge is educating the consumer about our products," said Arctic Zero CEO Amit Pandhi. "PR is that powerful form of authentic promotion and getting the word out to the right consumers. We would like everyone to know Arctic Zero as a household name."
Arctic Zero makes low-calorie, low-fat, lactose-, gluten-, and GMO-free frozen desserts. Its products are sold online and in grocery stores nationwide.
The agency is working on several campaigns for the frozen dessert maker, including one this July for National Ice Cream Month and National Ice Cream Day. MWW is also overseeing product launches and an ongoing campaign into the fall.
"We see Arctic Zero as a change agent and we look for this in our wellness practice," Digles said. "We had a shared vision to educate people about what's in Arctic Zero. We were drawn to the story of this ice cream alternative that delivers on taste and delivers something that no one else has."
Arctic Zero and MWW would not disclose the financial figures on the account, but Digles said the company is "making a significant investment" in PR. Arctic Zero also declined to identify the outgoing PR agency.
"We chose MWW because they showed us they could speak to the hearts and minds of our consumers and fans better than any other PR agency," Pandhi said. "They figured out what we valued and they're still willing to push back when they knew they were right, and we liked that."