NutriBullet brings on Spool as it evolves beyond juice blenders

The brand recently launched the Brew Choice Pod + Carafe and EveryGrain Cooker.

LOS ANGELES: NutriBullet has brought on Spool as its PR AOR to help it evolve beyond the juice blender space.

NutriBullet was inspired to bring on Spool in mid-August following conversations between the agency’s CEO and founder Catherine Merritt and NutriBullet director of brand marketing Nick Virginio. There was no formal RFP.

“We are doing soup-to-nuts from a PR strategy and creative standpoint,” said Merritt. “We are focused on the company’s various product launches and sharing NutriBullet’s exciting innovations throughout the kitchen. We are also underway with 2022 planning; there will be larger campaigns.”

Spool is helping NutriBullet introduce consumers to a range of new products that “create simple solutions to healthy eating,” a statement explained.

The company is venturing into new areas across the kitchen with the launch of its Brew Choice Pod + Carafe and EveryGrain Cooker, two products Spool has helped the brand to promote.

Merritt added Spool is helping the brand to “move in a new direction.” 

“We've worked with a few agencies in the past, but we're excited about our partnership with Spool and moving forward with them through this year and beyond,” said Virginio in an emailed statement. “As the company continues to grow and evolve, we found a strategic partner in Spool that we can work with side by side on our future innovation launches and throughout our brand's evolution.”

Budget information was not disclosed.

Virginio would not comment on PR firms NutriBullet worked with previously, but a press release from 2020 listed Finn Partners as a contact. The brand worked with Finn Partners for more than three years, through its rebrand and new marketing campaign, and led PR efforts for product launches such as the NutriBullet Blender and NutriBullet Baby.

“Our contract with NutriBullet ended just about a year ago, and we did not participate in the selection process this time,” said a Finn Partners representative. 

NutriBullet is owned by Capital Brands, which also owns Magic Bullet blender. The company’s products are available at major North American retailers, including Macy’s, Bed Bath & Beyond, Walmart, Costco, Canadian Tire, Target and Kohl’s, and sold in Australia, New Zealand, Western/Eastern Europe, Middle East, Africa, Latin America and Asia.

In May, newly launched grocery-shopping platform Anycart named Spool as its AOR before its public debut.

Former MSL consumer practice leader Merritt launched Chicago-based Spool in 2018. She has also worked at Ketchum and Olson. 

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