O’Dwyer’s Profiles of Food & Beverage PR Firms
Douglas K. Spong, APR, Pres. keting boards and our carefully tai- Julie Batliner, Senior Principal; lored approach to your communi- Food & Bev., Living Well™ Chair cations allow us to deliver cam- Grete Krohn, Senior Counselor, paigns that are authentic, credible Food & Bev., Co-chair and relevant. If you can no longer stomach the We are ready to share our cre- same bland, tasteless ideas, perhaps ativity, passion and commitment it’s time for some fresh thinking. along with a full range of services. Carmichael Lynch Spong leads the We specialize in new food and bev- food, beverage, nutrition and well- erage product launches, influencer ness arena — representing some of programs, media events, promo- the biggest brands in packaged tions and celebrity campaigns. goods. We work with food industry CONTEXT leaders, consumer groups, chefs, nutritionists, commodity groups, MARKETING regulatory organizations and Coyne PR’s recipe for success helped increase media cov- experts in general on a regular 100 Ebbtide, Building 3 erage by 30 percent for the Pillsbury Bake-Off Contest. basis. Our relationships go beyond Sausalito, CA 94965 415/289-7575 media. We know the right people to www.contextmarketing.com We succeed for our clients target with the right program, prod- because we realize that public rela- uct, campaign or cause. And they Bob Kenney, President BLAZE PR tions is the effective use of media know us. and strategic communications to Our approach is simple. We Not only are many of the coun- 225 Santa Monica Blvd., 3rd Floor realize our clients’ goals - not just develop strategic programs that are Santa Monica, CA 90401 try’s food and beverage trends born 310/395-5050 media for media’s sake. We offer measurable for our clients. in California, the state also has a Fax: 310/395-5001 an integrated approach that allows Successful communications pro- way of amplifying the issues com- [email protected] our clients to find their “voice,” grams tie back to predetermined manding the attention of food mar- www.blazepr.com determine the correct “channel,” goals and objectives that will fill keters. As one of the larger PR and realize their business objec- the glass full in terms of brand firms in California specializing in Craig Rexroad, President tives through an unbiased mix of awareness, preference, loyalty and food and beverage marketing com- Karen Gee-McAuley, Exec. VP communications tools and creative sales. munications, we are uniquely posi- strategies. tioned to identify these trends for BLAZE is a nationally recog- BLAZE is headquartered in CONE LLC our clients and help them to under- nized PR firm that attracts com- Santa Monica, CA with offices in stand the many issues influencing pelling and aggressive consumer Santa Barbara, Sacramento, consumer purchase. 855 Boylston Street brands that need to win. Washington D.C., and New York. “Context” describes our way of For nearly two decades, BLAZE Boston, MA 02116 617/227-2111 looking at marketing. Someone has produced award winning, thinking contextually, whether effective, bottom-line responsive CARMICHAEL Fax: 617/523-3955 www.coneinc.com about brands or issues, must take a campaigns for hospitality, travel, LYNCH SPONG broader approach to problem solv- consumer, food, and corporate Jens Bang, President, CEO ing, creatively engaging audiences clients. BLAZE also provides fully 110 North Fifth Street Bill Fleishman, Managing Dir. & in the places where they look for integrated public affairs capabilities Minneapolis, MN 55403 EVP, Brand Marketing information. Increasingly this is through its parent company, 612/375-8600 Peggy O’Shea Kochenbach, VP, Brand Marketing not just the media but also the DAVIES. www.carmichaellynchspong.com many forms word-of-mouth For more than 25 years, Cone assumes in our society. has earned a reputation for building We believe our approach makes strong brands in the food and bev- us highly responsive to our clients erage industry. We provide best-in- and also reflects real world client class communication strategy, tal- needs, where brand building and ent and creativity to drive business reputation management are flip growth for leading brands, such as sides of the same coin and effective Nestlé Waters North America, marketing communications Lindt, General Mills and Starbucks requires constant attention to New England. We understand that emerging issues and the interests of extraordinary results must begin diverse audiences and stakeholders. with experts who possess a keen understanding of your business, COYNE PR your brand and its connection to society. With two registered dieti- 14 Walsh Drive cians on staff, we can communicate Parsippany, NJ 07054 Carmichael Lynch Spong recently helped client SUPER- the distinct attributes of your brand, VALU kick-off Black History Month with legendary music 973/316-1665 artist Smokey Robinson, photographed with Carmichael including the health and nutritional Lynch Spong counselor Lindsey Rose and SUPERVALU benefits of foods and beverages. Thomas F. Coyne, Pres.& CEO national media manager, Haley Meyer. The depth of our experience in working with associations and mar- Coyne Public Relations is one of
24 MARCH 2008 • WWW.ODWYERPR.COM • ADVERTISING SECTION Profiles of Food & Beverage PR Firms the nation’s leading independent Godiva Chocolatier, Walnut public relations agencies with Acres, Newman’s Own, extensive experience in the food Cocktails by Jenn, De’Longhi, and beverage category. Coyne PR Lipton Recipe Secrets, Maille combines sound strategic counsel Mustard, Lea & Perrins, with cutting edge creative elements Consorzio Pecorino Romano, to achieve superior communica- Hostess Snack Cakes, Coors tions goals for its clients. Brewing Co., Stolichnaya The agency represents some of Russian Vodka, Korbel the world’s largest food and bever- Champagne, Noilly Prat age companies, including Kraft Vermouth, Krispy Kreme Foods, General Mills, the Doughnuts, Eskimo Pie and Campbell Soup Company, Pepsi, The Switch Beverage Company. Cadbury Schweppes, Schwan’s, and the Wrigley Company. The Coyne PR team is comprised of CURRENT experts in product launches, brand LIFESTYLE MARKETING building campaigns, tradeshow support, events, sponsorships, con- Fashion designer Agatha Luiz de la Prada shares a 111 E. Wacker Drive, Suite 2605 moment with Vibrant Rioja models during Mercedes- tests, promotions, cause marketing, Chicago, IL 60601 Benz Fashion Week in New York in February. Wines influencer outreach, public affairs, 312/929-0500 from Rioja’s Fashion Week sponsorship, orchestrated government affairs, crisis manage- www.currentlifestylemarketing.com by CRT/tanaka, included Luiz de la Prada designing ment and new media. Vibrant Rioja dresses unveiled at the event. Coyne PR was named 2007 Best Virginia Devlin, General Manager Amy Colton, Senior VP Agency to Work For by the Holmes Jennifer Seyler, Reg. Dietitian are creative, strategic and consis- Report and is a finalist for 2008 PR tently exceed client objectives. Week’s Best Small Agency of the Current Lifestyle Marketing Our experience includes work FLEISHMAN- Year. helps clients develop strategic with Foster Farms Poultry, Foster HILLARD marketing campaigns that seam- Farms Dairy, Nunes CRT/TANAKA, LLC lessly integrate with the ever- Company/Foxy Foods, San 200 North Broadway changing activities, interests and Francisco Chocolate Factory, St. Louis, MO 63102 320 West 13th Street opinions of today’s consumers. Diamond of California, Fantastic 314/982-1700 New York, NY 10014 The agency is part of The Foods, Fresh Express Farms, Clif 212/229-0500 Interpublic Group of Companies’ Bar, Odwalla, Nancy’s Specialty John Graham, Chairman Fax: 212/229-0523 Constituency Management Foods and The Republic of Tea. Dave Senay, President & CEO www.crt-tanaka.com The agency also works with winer- Practice Group Leaders: Group. Janet Greenlee, Austin A Sabre award-winning ies and wine-related companies, Shelly Kessen, Sacramento Maria Kalligeros, Executive Vice including a marquee wine client President/Consumer Practice Dir. agency with seasoned food and Rick Thaemert, Kansas City Ellen LaNicca, Executive VP nutrition marketers on staff, list during the last several years Karen Van Bergen, Amsterdam including a trained chef, regis- that include Stag’s Leap Wine CRT/tanaka is an award-win- tered dietician and certified fit- Cellars, Hanzell Vineyards, Communicating within the food ning public relations and mar- ness trainer, Current Lifestyle Chateau Montelena, Kendall- and agribusiness industries has keting firm, known for creative Marketing represents a 5-star Jackson Wine Estates, never been more challenging. solutions and workplace cul- roster of clients including Uncle Constellation Wines U.S., Globalization and demographic Ben’s, Hidden Valley Ranch, KC Landmark Vineyards, Wine ture. The firm was formed in Continued on page 26 2005, when Carter Ryley Masterpiece, Kingsford and Institute and Seguin Moreau. Thomas acquired New York Glad. consumer agency Patrice Our work focuses on brand Tanaka & Company, Inc. to and commodity marketing, such form one of the top independent as new product launches, con- agencies in the country. sumer education campaigns, Headquartered in Richmond, cause-related partnerships, influ- Va. and New York, with offices encer outreach, word-of-mouth in Los Angeles and Norfolk, and social media programming. Va., CRT/tanaka specializes in four practice areas – Consumer, FINEMAN PR Health, Corporate and Interactive. The agency’s New 330 Townsend Street, Suite 119 York-based Consumer Practice San Francisco, CA 94107 is known for its specialties in 415/392-1000 brand marketing PR, cause and www.finemanpr.com event marketing and marketing to women. Current agency Michael Fineman, President clients in food & beverage Lorna Bush, Vice President include: Wines from Rioja (Spain), AeroGrow Fineman PR, founded in 1988, International, All-Clad specializes in Brand PR and crisis Current Lifestyle Marketing brought Uncle Ben’s multi-year partnership with the Kids Cafe program of Metalcrafters and Performance communications for food and bev- America’s Second Harvest to life by enlisting celebri- Food Group. erage clients. Our strength is build- ty health and fitness expert Laila Ali to preside over Food and beverage brands ing strong and appealing brand the program launch and educate consumers about the that CRT/tanaka has represent- identity for our clients. Our award- health benefits of whole grain rice. ed include Atkins Nutritionals, winning public relations programs
ADVERTISING SECTION • MARCH 2008 • WWW.ODWYERPR.COM 25 Profiles of Food & Beverage PR Firms Jack Glasure, Chief Mktg Officer Red Lobster’s brand story via a cut- ting-edge website and culinary blog French/West/Vaughan (FWV) is or devising a grassroots philanthro- the Southeast’s largest independent py program for Starbucks, we strive public relations, public affairs and to develop communications solu- brand communications agency, and tions that pinpoint client business also ranks among the nation’s 20 objectives, embrace innovative digi- largest independent public relations tal tools and push the creative enve- firms. FWV consistently lands on lope. industry lists as a top “national con- sumer agency,” “powerhouse agency” or “agency to watch.” HANNA LEE Headquartered in Raleigh, N.C. COMMUNICATIONS with offices in New York City and Tampa, FWV is home to one of the 575 Madison Avenue, 8th Floor nation’s largest Food and Beverage New York, NY 10022 Hanna Lee Communications’ client Rayuela restau- practice areas. FWV’s work inspires 212/527-9969 rant Chef Maximo Tejada (R) poses with CW-11 consumers and influences them www.hannaleecommunications.com Morning Show hosts Sukanya Krishnan, John Muller favorably toward the world's leading www.unwindwithwine.com and Rayuela’s co-owner Hector Sanz (L). companies and brands, including the [email protected] Coca-Cola Company (Nestea, Gold Clients include: Gatorade, Peak, Minute Maid, Dasani Plus and Hanna Lee, President Fleishman - Hillard Dannon, Subway, Dow Simply Orange). Client experience includes work Hanna Lee Communications, Inc. Continued from page 25 AgroSciences, Kubota Tractor Corporation, PepsiCo, for Celebrity Chef Lorena Garcia, is a public relations agency special- ized in food, wine, spirits, and hos- shifts are ushering in an exciting IHOP/Applebee’s, Bayer Animal the North Carolina Beer and Wine Health, National Mango Board, Tri- Wholesalers Association, Brinkers pitality. The agency’s services new world of foods and flavors. The include strategic planning; national explosion of chronic health issues Lamb Group, Nestles, Dean Foods, International (Maggiano’s Little ConAgra Foundation, Flax Council Italy restaurant chain), ConAgra, and local media outreach; long term caused by aging and obesity brand building; press trips, press demand a better understanding of of Canada, Flour Fortification Nabisco Foods, Diageo North Initiative, Nutrients for Life America (Bulleit Bourbon brand) conferences and media training; food’s roles in health and wellness. trade and consumer show support; Our desire for a safe, secure food Foundation, Maple Leaf Foods, and many others. U.S. Potato Board, Bumble Bee Product launches have included and, sponsorship management and supply is bringing greater scrutiny co-marketing promotions. Hanna about how our food is produced, Seafoods, Fisheries Council of Nestea COOL, Diet Nestea, Gold Canada, Mirassou Winery, Perdue Peak, Dasani Plus, Arbor Mist Lee Communications, Inc. also packaged, and shipped. owns its own wine club, Unwind Fleishman-Hillard’s Food & Farms, California Raisin Marketing wines, Bulleit Bourbon, Dolphins & Board, California Tree Fruit Friends snack crackers, various With Wine™, a new monthly wine Agribusiness Practice has a unique tasting and networking club. “farm to fork” perspective and is Agreement, California Table Grape Orville Redenbacher's popcorns and Commission, and Sunsweet Pemmican Beef Jerky. FWV Clients include Sobieski Vodka, dedicated to help identify, under- Poland’s #1 premium vodka import- stand, and manage the increasingly Growers. launched these products in key mar- kets across the U.S. with hospitality ed by Imperial Brands, Inc., a wine complex trends and issues affecting and spirits importing company that is business. The Practice offers a full coordination, strategic planning and FRENCH/WEST/ comprehensive media outreach a wholly-owned U.S. subsidiary of range of integrated communications Belvédère S.A. Sobieski Vodka services — including public rela- VAUGHAN campaigns. The agency also exe- cutes multi-faceted programs to recently formed a multi-year market- tions, public affairs, digital commu- ing partnership with Madison Square nications, advertising, and event 112 East Hargett St. stimulate product trials and aware- ness. Garden and Radio City Music Hall, marketing — on a global scale. The Raleigh, NC 27601 beginning March 1, 2008, as a result practice is integrated with the firm’s 919/832-6300 www.fwv-us.com of an article on Sobieski’s launch in new sustainability practice to build GCI GROUP the Sunday Business section of the communications around this Rick French, President/CEO ew York Post. increasingly important operational Lauren Taylor, Exec. VP, Partner 825 Third Avenue Additional clients include focus. David Gwyn, Exec. VP, Partner New York, NY 10022 www.gcigroup.com Rayuela, a hot Latin American 212/537-8000 restaurant in Manhattan’s Lower 512/542-2820 East Side that established a first-of- its-kind, Estilo Libre Latino Jeff Hunt, CEO, GCI Group (Freestyle Latino) cuisine category Donna Fleishman, Pres., GCI Atlanta, Food & Bev. Specialist and Bar Celona, a new Spanish Stephanie Marchesi, President, tapas lounge in Williamsburg, GCI NY, Food & Bev. Specialist Brooklyn. Andrew Silver, EVP, Cons. Mktng GCI Group, a leading communi- HUNTER PR cations firm and subsidiary of WPP, has an impressive food and bever- 41 Madison Avenue, 5th Floor age offering with diverse talent, New York, NY 10010-2202 capabilities and clients. We’ve coun- www.hunterpr.com seled some of America’s biggest and [email protected] best brands in the organic grocery, On behalf of Cheez-It, Hunter PR commissioned profession- casual and fine dining, snack food, Grace Leong, Partner al cheese carver Troy Landwehr to carve Mount Rushmore and wine and spirits industries. out of a 700lb block of Wisconsin cheddar. The July 4th Hunter Public Relations is among Cheez-It landmark was launched live during a national tele- Whether creating the world’s first- cast of Fox & Friends before making a national tour. ever “Natural MeatCast” podcast the top-ranked firms specializing in series for Whole Foods, refreshing food, beverage and spirits marketing
26 MARCH 2008 • WWW.ODWYERPR.COM • ADVERTISING SECTION Profiles of Food & Beverage PR Firms communications. The 48-person, Fax: 212/905-6264 independently owned and operated www.js2comm.com firm offers strategic marketing PR services including creative brain- Jill Sandin, President Alissa Pinck, GM/VP, New York storming and facilitation, media Rebecca Hutchinson, VP relations, special event production, Amanda White, SAE product introductions, anniversaries, nutrition and recipe initiatives (led Founded by Jeff Smith and Jill by dietitians), contests, local market Sandin in 2001, JS2 events, spokesperson tours and cri- Communications is a bi-coastal pub- sis counseling. lic relations agency dedicated to Revitalizing mature brands, cre- providing clients with strategic solu- ating buzz around new products and tions, candid counsel and tangible building awareness among key results. Comprised of a dynamic influencer groups (including the epi- group of seasoned professionals, the curean, medical and dietetic com- JS2 team is passionate about its rela- David Montalvo, Joanna Cumberland and Marie munity) are among the firm’s specif- tionships with niche-defining brands Cacciato of JBC PR demo Espuma Cuisine at the 2007 ic areas of expertise. and its partnerships with the teams International Home and Housewares Show in Chicago. Clients include some of the that build them. strongest and most respected brand JS2’s F&B expertise is grounded erate news. Target’s diverse collection of propri- names in food and beverages: Kraft in integral partnerships with some of In between launching new premi- etary consumable brands from Foods, E&J Gallo Winery, Diageo the most acclaimed chefs and um chocolate product lines for The Archer Farms to Choxie Chocolate. Kellogg’s, Campbell’s, Wrigley, restaurants in the country, including Hershey Company, providing In a changing media landscape, Arby’s, Pepsi, Welch’s, McIlhenny Bradley Ogden and his eponymous, unique tasting experiences on behalf Kaplow and our K:Drive specialty Company, Signature Brands and James Beard-award winning restau- of Beam Global Spirits & Wine or division take clients’ brands beyond Tetley. rant at Caesars Palace in Las Vegas; helping to publicize The Voice of the edges of traditional media into Michelin three-star chef Guy McDonald’s II, JSH&A has con- social media, blogs, and other JB CUMBERLAND Savoy’s restaurant; Francois nected with top food and beverage emerging platforms. Payard’s new patisserie and bistro media to deliver outstanding results. Kaplow intimately connects PUBLIC RELATIONS and the legendary Rao’s restaurant clients to the people, industries, and at the same location; Neal Fraser opinion influencers who count. 135 West 27th Street, 10th Floor and his Grace and bld restaurants, KAPLOW We’re not just sparking conversa- New York, New York 10001 Ben Ford and Ford’s Filling Station, tions; we’re changing them. 646/230-6940 Glen Ishii and Noé at the Omni 19 West 44th Street, Suite 601 www.jbcumberlandpr.com Hotel, and Salvatore Marino’s Il New York, NY 10036 www.kaplowpr.com KOHNSTAMM Joanna Cumberland, Pres. & CEO Grano in Los Angeles and Joachim Marie Cacciato, Vice President Splichal’s Paperfish in Beverly Liz Kaplow, President and CEO COMMUNICATIONS Hills. Renowned gourmet mail- Since 1985, JB Cumberland PR order company Harry & David, An award-winning, full-service 400 Robert Street North, Ste. 1450 (JBC PR) has specialized in launch- Lawry’s the Prime Rib in Beverly PR agency founded in 1991 with Saint Paul, MN 55101 ing, branding and publicizing high- Hills, Ortega 120, and Rush Street vast experience in the consumer sec- 651/228-9141 quality food, beverage and gourmet are newcomers to JS2’s client roster tor, Kaplow changes conversations Fax: 651/298-0628 product companies. From publiciz- and notable, long-term past clients building brand momentum and pro- [email protected] ing San Pellegrino, Twinings Tea include: The Coffee Bean & Tea ducing measurable results that Josh Kohnstamm, President and CMA (German Foods Leaf, Starbucks, Jamba Juice, impact the bottom line. Marketing Association,) to estab- Maggiano’s California Pizza Kaplow’s Retail, Food and Wine Kitchen, Baja Fresh, Levy February’s announcement that lishing the foam cuisine and practice has developed and executed Coca-Cola was purchasing a 40 whipped dessert trends for iSi; Restaurants, Il Fornaio, Whole strategic programs for major, best- Foods, Einstein Bros. Bagels, percent stake in Kohnstamm client heightening the consumption of in-class brands, including: organic tea maker Honest Tea Australian lamb as an everyday Stolichnaya, McAllan Scotch, Remi Constellation Wines - Robert Martin, and more. capped a 15-month PR flurry of meal option; positioning Bodum as Mondavi Private Selection and beverage industry buy-outs, IPOs the leader in the specialty coffee and Woodbridge brands, to Newman’s tea categories and promoting JSH&A Own, to our long-standing work for Continued on page 28 healthy eating with Weil by Spring kitchenware, JBCPR thrives on 2 TransAm Plaza Dr., Ste. 450 offering the media relevant story Oakbrook Terrace, IL 60181 angles. We become the media’s 630/932-4242 trusted source for information, gen- www.jsha.com erating fruitful results for our clients. Jonni Hegenderfer, Pres. & CEO Jim Kokoris, EVP & Man. Prtnr JS2 Laura Dihel, SVP, Cons. Lifestyle COMMUNICATIONS JSH&A is a new kind of public relations agency dedicated to under- 661 N. Harper Ave., Suite 208 standing today’s lifestyles and PR Los Angeles, CA 90048 strategies that speak to consumers in 323/866-0880 a relevant and clear voice. Experts Fax: 323/866-0882 at connecting with consumers and media, JSH&A’s unique Coke’s 40% stake in Kohnstamm client Honest Tea 41 East 11th Street, 11th Floor LIFTMStyle PR process creates New York, NY 10003 generated intense media interest, including a Fox innovative environments and tech- Business News interview with CEO Seth Goldman. 212/905-6260 niques that deliver impact and gen-
ADVERTISING SECTION • MARCH 2008 • WWW.ODWYERPR.COM 27 Profiles of Food & Beverage PR Firms House, Chronicle Books, Storey activist groups such as People for Publishing and others. Cookbook the Ethical Treatment of Animals. titles have included Dad’s Own The firm’s crisis, litigation, and Cookbook, Shrimp & Grits, Tailgate product liability practice is headed Party, The Gold Coast Cure, by Senior Vice President Gene Thanksgiving Table and The Grabowski, former Vice President Healthy Lunchbox Cookbook. of Communications and Marketing The firm also has represented for the Grocery Manufacturers of Raytek Food Pro, Dunkin’ Donuts, America and 2007 winner of Wild American Shrimp Association, PR ews’ Crisis Manager of the Year Tyson and others through top market Award. He is among the country’s television campaigns and full-serv- most accomplished and sought-after ice media relations programs. professionals in handling food-relat- ed issues including marketing and During the 10th Annual Mrs. Cubbison’s Student Chef LEE & ASSOCIATES branding, food safety and food and Thanksgiving Cook-Off at Los Angeles Trade Tech’s consumer-product recalls. Culinary School, created and supervised by Lee & Levick has guided a number of Associates, popular TV host Fernanda Kelly from NBC 145 S. Fairfax Ave., #301 food trade associations and food Los Angeles, CA 90036 Telemundo was among the many media interviewing the 323/938-3300 companies through successful pub- students about their stuffing casseroles for the contest. www.leeassociates.com licity efforts and contentious litiga- tion. Clients have included: Howard Pearlstein, Principal Agriprocessors, Inc., Campbell Kohnstamm Comms. THE KOTCHEN Soup Company, Coca-Cola Lee & Assocs. offers strategic Company, Michigan Apple Continued from page 27 GROUP planning, program evaluation, Committee, NewStar Fresh Foods, media relations, product launches, River Ranch Fresh Foods, Greenies consumer education, recipe devel- Pet Treats, Stew Leonards Grocery Firehouse Square, 21 Brace Rd. Stores, Washington Apple and corporate investment announce- West Hartford, CT 06107 opment, special events, crisis man- ments for the PR agency. Other 860/521-2266 agement and corporate PR services Commission, United Fresh Produce client announcements included Fax: 860/521-2204 to its food & beverage client roster. Association, U.S. Apple Association Pepsi’s acquisition of Naked Juice, [email protected] Founded in 1950, the agency is and U.S. Potato Council and the Anheuser-Busch’s investment in www.kotchengroup.com proud of its Western Research U.S. Department of Agriculture. Icelandic Glacial spring water, and a Kitchens division, which features successful NASDAQ IPO for natu- The Kotchen Group has estab- home economists, nutritionists, ral soda maker Reed’s Ginger Brew. lished a niche in media relations for dietitians, chefs and medical doc- LUCKIE STRATEGIC The real PR success is seen over clients in the food, nutrition and tors. The firm has represented PUBLIC RELATIONS the years leading up to these water- food-safety category. The agency PepsiCo, Del Monte, American shed announcements, says agency publicizes healthy school environ- Home Foods and Suntory Int’l, as 600 Luckie Drive, Suite 150 founder Josh Kohnstamm. “The ments/menus, wellness policies and well as brand names like John Birmingham, AL 35223 intensity of our consumer, business legislative issues to support the mis- Morrell, Florida’s Natural Fruit 205/877-9870 and trade PR efforts prior to these sion of the non-profit School Snacks, Morehouse Mustard and www.luckiepr.com major deals provides unmistakable Nutrition Association. Select food- Mrs. Cubbison’s Foods (stuffing [email protected] brand equity for our clients at a sem- service spokespersons are regularly and croutons— a client for over 50 Brian Pia, SVP & Director inal moment when they need a great booked for regional and national years). Additional clients include PR presence the most,” said the radio, TV and print interviews. trade associations and marketing Luckie Strategic Public Relations, head of the 15-employee Minnesota Cookbook media campaigns, boards, from California apples, with offices in Birmingham and agency. “It can’t be turned on like a multi-city press tours and author eggs, figs, prunes, seafood and New York, is a national consumer switch, but rather crafted, built and events are produced for publishers tomatoes to Hawaiian papaya, lifestyle PR firm and the 33rd largest peak over the preceding months.” such as Workman Press, Random Oregon potatoes and the New food PR operation in the U.S. Zealand Trade Commission. Luckie PR rethinks your brand based on four key components: con- sumers, competitors, influentials and LEVICK STRATEGIC trends. Luckie PR team members have COMMUNICATIONS worked on behalf of such clients as Hershey's, Little Debbie Snacks, 1900 M Street, NW LouAna Peanut Oil, Peterbrooke Washington, DC 20036 202/973-1300 Chocolatier, Sunbelt Granola Bars, www.levick.com Whole Foods and various restaurants and resorts. Our Year of Alabama Richard S. Levick, Pres. & CEO Food campaign received a Travel Gene Grabowski, SVP & Chair - Crisis, Litigation & Prod. Liability Prac. Industry Association award for best special promotion in the nation. Levick Strategic Comms., found- ed in 1998, is an independent pri- MARINA MAHER vately held communications firm Marina Maher Communications conducted the Arnold with expertise in high stakes com- COMMUNICATIONS Healthy Sandwich Challenge, a four-city market tour to generate awareness of reformulated Arnold munication and food industry issues. Honored as Crisis Agency of the 830 Third Avenue Natural Breads and encourage consumers to taste the New York, NY 10022 product by creating healthy sandwich recipes. Year by The Holmes Report in 2005, Levick is a leading practitioner in 212/485-6800 Christine Cregg is interviewed by Fox News Chicago www.mahercomm.com after winning the Sandwich Challenge. the field of food safety and in addressing attacks from NGOs and Marina Maher, President
28 MARCH 2008 • WWW.ODWYERPR.COM • ADVERTISING SECTION Profiles of Food & Beverage PR Firms Nancy Lowman LaBadie, EVP a F&B client list that includes DeLisa Harmon, Managing long-time client, Drambuie, Director, Consumer Brands Bacardi Innovations (a division Kanchan Kinkade, Vice President, of Bacardi USA) and Bob Evans Food and Beverage Practice Restaurants, and increased the division’s revenues by 21 percent Marina Maher Comms.’ (MMC) over the prior year. Food and Beverage Practice has a Following two years of suc- team with decades of brand-build- cessful campaigns which saw ing experience across multiple continued growth, M&F was food, nutrition and beverage cate- tasked with being the lead strate- gories. gic agency on the storied Currently, MMC is working Drambuie brand in 2007. Uniting with George Weston Bakeries on the various marketing elements brands such as Thomas’, Boboli, and integrating PR, print advertis- and Arnold Bread. MMC also ing, marcoms, a renewed online leverages its wine industry expert- strategy and the return of the sig- ise representing Terlato Wines nature Drambuie Den experien- Michael Layne, partner at Detroit-based food & bever- International Brands including tial sampling concept, M&F led a Markham Vineyards, one of Napa age public relations agency Marx Layne & Co., sam- one-of-a-kind campaign. Based ples several wines for a restaurant chain. Valley’s oldest vineyards, and around the concept of the Seven Daughters’ exciting new Drambuie Pursuit – a 100-mile food sites mooing. For wine blends. MMC’s experience adventure race across the Scottish also includes work for the Weight Ronzoni’s Healthy Harvest, the Highlands that recreates the leg- M BOOTH & leading whole grain pasta, the Watchers line of licensed food endary flight of Scotland’s rebel products, McCain Foods’ Elio’s ASSOCIATES agency is planning a Leap Day prince Charlie, for whom promotion via a partnership with Pizza, Ronzoni, Godiva Ice Cream, Drambuie was created in 1745 – Diet Coke, Champagne Mumm, 300 Park Avenue South Egreetings. M&F led a national search to find New York, NY 10010 M Booth continues to dial up Carefree Sugarless Gum, Johnson 10 teams of modern-day rebels & Johnson’s Healthy Woman Soy 212/481-7000 the wellness messaging for across the US to take part in the www.mbooth.com Menopause Supplement, Unilever. As agency of record all-expenses paid Pursuit. for Wish-Bone, the firm engaged Cholesterol Success, and Energy Due in large part to its excep- Margaret Booth, President Fuel. consumers and media at the 2nd tional work with Drambuie, 2007 Rich Goldblatt, SVP, Director annual salad fashion show at MMC offers clients its highly Jennifer Teitler, SVP, Director saw M&F developing and imple- Grand Central Terminal. For regarded marketing-to-women menting integrated marketing expertise and its innate ability to Whether it’s afternoon tea, a Country Crock, the firm created campaigns for two nascent brands the perfect recipe for creating an establish emotional connections from Bacardi Innovations, Rubi glass of wine, a perfectly between consumers and brands. dressed salad, healthy Italian online dialogue with consumers Rey rum and Vanille Royale via “Spread the Sharing” and Clients can also benefit from crème liqueur. Available only in pasta, or cookies baked to per- MMC’s Media Connections, a fection, M Booth & Associates helped trigger a 2 million meal select markets, both brands will donation through America’s 2nd team of experts in the fields of tra- be expanded nationally in 2008 has the right ingredients to suc- ditional and social media, special cessfully champion food and Harvest. To launch I Can’t due in part to M&F’s marketing Believe It’s Not Butter’s spread events and lifestyle trends (pop cul- efforts. beverage brands. ture). Media Connections is In 2007, New World Pasta with olive oil, M Booth offered focused on the smartest routes of retained M Booth to lead an consumers a taste of the managing Brand dialogue with MARX LAYNE & CO. integrated campaign to help Mediterranean by transforming clients’ targets. Another benefit to launch Ronzoni’s Smart Taste urban spaces in Boston, Philadelphia and NY’s Times clients is MMC’s proprietary tool, 31420 Northwestern Highway, #100 and drive home the key message Trendcaster, which leverages Farmington Hills, MI 48334 about calcium. The agency cre- Square into tropical isles. trends to benefit food & beverage 248/855-6777 ated “cowsdayoff.com,” a viral M Booth is creating lifestyle brands. [email protected] campaign that got bloggers and Continued on page 30 www.marxlayne.com MALONEY & FOX Michael A. Layne, Partner
89 Fifth Avenue, 4th floor Specializing in public and corpo- New York, NY 10003 rate communications, Marx Layne 212/223-2000 has been providing marketing and www.maloneyfox.com PR services to restaurants, super- [email protected] markets and food and beverage Brian Maloney & Margie Fox, service organizations since the Partners early 1980s. Hal Bienstock, New Business Services offered to clients include media relations, product In the four years since creating publicity, crisis and issue manage- its Food & Beverage division, ment, internal communications, Maloney & Fox (M&F) has special events planning, direct grown the practice to include a mail, graphic design, web-content roster of premium brands, all development, brochure and M Booth & Associates helped create Country Crock’s hungry for the kind of smart, newsletter production. Spread the Sharing campaign, which featured Grammy brand-building programs for Clients include McDonald’s Award singer Amy Grant leading an effort to collect stories which the agency is known. By Restaurants of Southeastern of sharing. The effort collected one million stories and the end of 2007, the 25-person Michigan, Seldom Blues and the donated 2 million meals through America’s 2nd Harvest. integrated marketing firm boasted Michigan Restaurant Association.
ADVERTISING SECTION • MARCH 2008 • WWW.ODWYERPR.COM 29 Profiles of Food & Beverage PR Firms Palm Restaurants. McDonald’s, Freshdirect, Gardenburger, Xango, The Restaurants at OGILVY PR Newport and Sam Adams. WORLDWIDE
825 Eighth Avenue M YOUNG World Wide Plaza COMMS. INC. New York, NY 10019 212/880-5351 www.ogilvypr.com 78 Fifth Avenue, Suite 3 [email protected] New York NY 10011 212/620-7027 Barby Siegel, Managing Director, Fax: 212/645-3654 Global Consumer Marketing www.myoungcom.com
Melanie Young, President Ogilvy PR has deep and unparal- leled expertise in food and bever- M Young Communications age. During a time of rapid lifestyle provides marketing, public rela- and health shifts in the category, we tions and special event produc- specialize in creating dynamic and tion to beverage, food and des- game-changing programs that Chef Kyle Shadix, Director of Nutrition & Culinary tination clients. The firm's impact consumer perceptions and Services for Nutrition + Culinary Consultants. expertise is in the marketing drive bottom-line results. Our com- and promotion of wine, spirits, bination of research-based strategy, client programs and products beer and non -alcohol bever- break through creativity, and flaw- M Booth & Assocs. among key influencer groups ages, and representing with off- less execution deliver meaningful shore beverage and food com- media results, talkability and buzz, Continued from page 29 through a variety of activities, including special events, new panies and organizations. and product sales. In addition, we product introductions, recipe have a staff of seasoned communi- experiences around premium contests, seminars and meeting cations professionals—including wine and spirits brands includ- NUTRITION + exhibits, media relations, elec- in-house food and nutrition experts ing Remy Cointreau USA, and tronic content management and and a national network of RD con- its Scotch Whisky portfolio CULINARY deskside visits. sultants—that is in-tune with the including The Macallan, cham- Clients Include Wilton CONSULTANTS trends in food and beverage today pagnes Piper-Heidsieck and Industries, Inc., Seneca Foods and, more importantly, tomorrow. Charles Heidsieck and Masi Corp., The Quaker Oats Co., a WPP Company Our roster of food clients includes Wines. Dreamfields Pasta and 589 8th Avenue, Suite 4 Unilever (Lipton, Slim-Fast, Federation of Maple Syrup New York, NY 10018 Promise, Knorr, Bertolli, Slim- Producers. 212/329-6270 x 296 Fast), Quaker, Tropicana, M&P FOOD www.culinarynutritionists.com MaggieMoo's Ice Cream and COMMUNICATIONS Treatery, Marble Slab Creamery, MWW GROUP Chef Kyle Shadix, MS, RD, PretzelMaker, PretzelTime, Great 33 N. Dearborn, Suite 909 Director American Cookie Company, Chicago, IL 60602 One Meadowlands Plaza Johnsonville Sausage and Produce 312/201-9101 East Rutherford, NJ 07073 Nutrition + Culinary for Better Health Foundation. Fax: 312/201-9161 201/507-9500 Consultants (NCC) aims to be a [email protected] www.mww.com www.mpfood.com proven resource for foodservice chain restaurants, food manufac- PADILLA SPEER Brenda McDowell, President Michael W. Kempner, Pres.& CEO turing R&D teams, food and bev- BEARDSLEY Jessie Vicha, Sr. Acct. Mgr. Alissa Blate, EVP, Director of erage marketing boards, corpora- Liz Rytel-Mudroncik, Sr. Advisor Consumer Marketing tions, healthcare foodservice 1101 W. River Pkwy. Cheryll Forsatz, Senior VP operations, university and college Minneapolis, MN 55415 PR & marketing for food and campus dining services and com- 612/455-1700 nutrition, beverage, consumer MWW Group represents munications professionals. www.psbpr.com products, commodity groups some of today’s most prolific Our advertising and marketing Tom Jollie, Senior VP, Consumer and services. food, beverage, nutrition and services include: Research and Products M&P Food Communications, restaurant brands. Our team has development, nutritional analysis, Mary Jo Exley / Liz Hanlin, Inc. creates strategic food mar- decades of experience with Food safety and food science Directors, Food keting communications pro- media relations, product practice, Health and culinary grams that resonate with the tar- launches and marketing, brand- nutrition consulting, Recipe & Padilla Speer Beardsley is an get audience. Specializing in ing and re-branding, celebrity new product development, Menu independent, multi-specialty com- food and nutrition communica- endorsement, and experiential concepts, Brand partnerships, munications firm with offices in tions, M&P has had its pulse on marketing. We are able to National Account Support and Minneapolis and New York. With key trends in the food communi- expand media coverage beyond Training programs. expertise in the food industry, the ty for 20 years. the food pages and into influen- Former clients include: firm has created programs that We are staffed with experi- tial lifestyle outlets, creating Disneyland Hong Kong, PepsiCo range from launching new products, enced communicators who have lifestyle relevance and develop- Foodservice, Dannon to reenergizing existing brands, to food expertise and a strong ing emotional connections to Foodservice, FL Dept of Citrus, creating promotional partnerships, interest in food. At M&P we culinary brands that drive trial, Beam Global and Ventura Foods. to handling product recalls. We represent clients who market brand loyalty and patronage. NCC is also a part of the WPP engage proven planning method- products that we believe in and Our experience includes: Sara Group plc (NASDAQ:WPPGY), ologies that provide insight, guide feel passionate about. Lee, Jimmy Dean, Ball Park one of the world’s largest com- strategy and identify measurable M&P builds awareness for Franks, Gallo Salame, The munications services group. outcomes. Our award-winning pro-
30 MARCH 2008 • WWW.ODWYERPR.COM • ADVERTISING SECTION Profiles of Food & Beverage PR Firms grams have driven business results has core offices in New York City, for clients nationally for 47 years. Los Angeles, Boston and Orange The firm has helped Betty County (Irvine) Calif. Crocker, Caribou Coffee, Cheerios, Cub Foods, Fiber One, Frito-Lay, GE, Gold Medal Flour, Golden PIERSON GRANT Valley Microwave Foods, Land PR O’Lakes, Lloyd’s Barbeque Company, The Malt- O-Meal 6301 NW 5th Way Company, Nature Valley, PepsiCo, Ft. Lauderdale, FL 33309 Pillsbury, Progresso, SUPER- 954/776-1999 VALU, Total and Trix. www.piersongrant.com
Maria Pierson, CEO PAINEPR Jane Grant, President
19000 MacArthur Blvd., 8th Floor Pierson Grant PR is a full-serv- Irvine, CA 92612 ice agency serving a range of 949/809-6854 national and regional clients with strategic and tactical planning, Daryl McCullough, CEO media and community relations, Cynthia Rude, Managing Partner, crisis communications, special Food & Beverage events management and Internet- Justin McCarthy, VP, Business based PR. Development Nancy Cartwright, one of the world’s leading voice Restaurant clients include: Dairy actors and most commonly known as the voice of car- Queen, Benihana, Olive Garden, PainePR has 20 years of experi- toon character Bart Simpson, celebrated Jamba Juice’s Jamba Juice Florida and Shula's On ence within the food and beverage grand opening event in Clearwater, Florida. Pierson The Beach. Grant Public Relations, based in Fort Lauderdale, han- categories, specializing in functional The firm’s fresh thinking helps dles PR duties for Jamba Juice in Florida. foods and nutrition, as well as foods clients build brand identity, gener- and beverages targeting major sec- ates publicity for openings and tors from youth to baby-boomers. Kahlua International, Dr. Praeger’s Pollock Communications, food and beverage introductions, Sensible Foods, Procter & Gamble’s Inc. is a full-service, independ- The firm has a proprietary net- brings creativity to special events Millstone Coffee, and Diageo. ent public relations agency with work of national and major-market and community relations, and expertise in food, beverage, registered dietitians and chefs cover- leverages the power of the Internet nutrition, brand marketing and ing more than 30 markets. This marketing. POLLOCK food industry issues manage- resource group serves as local mar- ment. Founded in 1991, the ket influencers and spokespeople for COMMUNICATIONS agency has a highly qualified the agency and its clients. Within PEPPERCOM senior account staff experienced the food and beverage category, 665 Broadway in marketing health and nutri- PainePR specializes in product New York, NY 10012 470 Park Ave. South 212/941-1414 tion products and services with launches and ongoing brand build- New York, NY 10016 www.pollock-pr.com broad and deep experience in ing programs and issues manage- 212/931-6100 Continued on page 32 ment, including functional foods, www.peppercom.com Louise Pollock, President youth/adult obesity, organic/GMO and nutritional supplements. Steven Cody, Managing Partner Clients include Archer Daniels Edward Moed, Managing Partner Midland, the Kao Corporation, Peppercom is a mid-sized com- Procter & Gamble, as well as munications agency that specializes Johnny Rockets, Taco Bell, Pizza in developing strategic and creative Hut, California Pizza Kitchen, PR programs for food and beverage National Natural Foods Association, companies. Minute Maid Lemonade, Kashi In addition to PR campaigns, Company (Kellogg’s), and several services include a positioning pro- domestic and import brands for gram to differentiate a client from its Anheuser-Busch and Miller competitive set, a crisis manage- Brewing Company including ment program called CrisisRx, Pain- Foster’s, Molson, and MGD. Based Selling to identify the gap In the public education and social between what client sales forces market sector, PainePR is AOR for think customers are thinking and the Los Angeles Unified School what they actually are, and ways to District Nutrition Network, and sup- leverage existing partnerships or Joe Simrany (L), President of the Tea Council of the ports the Network for a Healthy develop new ones. PepperDigital USA, Inc., is seen here presenting Tara Taylor (Center California, a program funded by the and GreenPepper concentrate on L) of Rockville, Maryland, a scholarship check for USDA food stamp program through digital and green initiatives, respec- $20,000, alongside American Idol runner-up and the California Department of Public tively, while Peppercommotions celebrity spokesperson Justin Guarini (Center R) and Health. focuses on events and leverages CBS Early Show Anchor Hannah Storm (R), in New In the area of pet nutrition, PainePR sponsorships. York City as part of the Council’s “Calm-A-Sutra of is the U.S. AOR for Procter & Peppercom is ranked among the Tea” viral media campaign, created, executed and Gamble Pet Care (Iams/Eukanuba). top 20 largest independent PR firms supervised by Pollock Communications, Inc. A subsidiary of the Cossette in the U.S. by O’Dwyer’s. Current Photo by Zack Seckler Communication Group, PainePR and past clients include Malibu-
ADVERTISING SECTION • MARCH 2008 • WWW.ODWYERPR.COM 31 Profiles of Food & Beverage PR Firms $10,000 martini at The 415/348-2733 Pollack Communications Algonquin Hotel that was cov- ered by over 400 broadcast seg- ROSICA Alicia Young, Executive VP Continued from page 31 ments, including Letterman, STRATEGIC PR Howard Solomon, Managing Regis & Kelly, Good Morning Director, Ruder Finn West communicating the taste, health America and NPR and featured 95 Route 17 South, Suite 109 on the cover of the ew York The world of Food and Beverage and lifestyle benefits of brands Paramus, NJ 07652 companies is changing. Although Daily ews. It also became the 201/843-5600 and commodities to consumer, taste remains at the top of the con- retail and business audiences. most e-mailed story on CNN.com and was featured as a sumer wants list, product benefits In addition, the agency has been 641 Lexington Avenue have become critical to success. successful in developing question in Trivial Pursuit Pop New York, NY 10022 Culture II. We created the first- Media targets today aren’t just the alliances and partnerships with 212/634-6370 food pages, but the health, lifestyle ever restaurant baby food menu www.rosica.com health and nutrition professional news reporting in consumer and groups and organizations that and hot-dog flight as well as the www.theauthenticbrand.com hottest wings in the world. We trade publications, broadcast and of benefit client brands. course, the internet as well. Clients have included: ARA- also developed the Club Med Chris Rosica, CEO Diet for Club Med. Ruder Finn positions its food and MARK Corporation, Campbell beverage expertise at the heart of our Soup Company, First Juice, Our considerable media con- Established in 1980, Rosica tacts, nurtured on a daily basis Health and Wellness specialty, Gourmet Garden, Haagen-Dazs Strategic Public Relations has suc- allowing us to tap not just tradition- Frozen Desserts, General Mills, in NYC, complement our cre- cessfully established national brands ative abilities to produce opti- al PR knowledge, but the ability to M&M Mars, Tea Council of the and generated national, regional and deliver health benefits messages to USA, Sorrento brands, mum PR results. The Quinn & local media coverage for its food Co. culture of teamwork, inno- consumers and medical profession- Vitalicious, Unilever Promise and beverage clients. als as appropriate. brands, and USA Rice vation and accessibility fosters The agency’s affinity with the a highly productive atmosphere Among the food and beverage Federation. food and beverage industry began companies we have recently cham- among the 40 professionals, with putting the “fame” in Famous from account staff to the firm's pioned include a number of domes- Amos Chocolate Chip Cookies and tic and imported wines such as QUINN & CO. partners. We pride ourselves on they continue to work with the our results. Tuscany’s Castello di Gabbiano and founder Wally Amos and the Uncle Australia’s number one wine, Wolf 520 8th Avenue, 21st floor Wally’s Muffin Company with the New York NY 10018 Blass (Foster’s Wine Estates 212/868-1900 RF | BINDER introduction of various product Americas); Twinings Tea of London www.quinnandco.com lines. Company CEO Christopher (Twinings Herbal Tea product PARTNERS Rosica’s background and training as launch); Sweet ‘n Low (product and Florence Quinn, President both a chef and food safety expert corporate); Snapple (Snapple Danielle Pagano, Vice President, 950 Third Ave., 7th Floor has given the agency further lever- Classic Black Teas product launch); Food, Wine + Spirits New York, NY 10022 age. 212/994-7600 ModMix Organic Cocktail mix, the The breadth of work includes PR first ever USDA-certified cocktail Quinn & Co. is an award- www.rfbinder.com campaigns for food, beverage, mixer; Dreamerz Foods, an all-natu- winning public relations firm restaurant, nutrition and gourmet ral sleep beverage designed for that has recently entered the Amy Binder, CEO clients. Past food clients include women; Everpure, a leader in pro- food, wine + spirits PR field, Keebler, Eggland’s Best, viding quality water solutions to the having made our mark in real RF|Binder Partners is an inde- MarieBelle Fine Chocolates, A&H foodservice, vending, residential, estate and travel PR. We pro- pendent PR and marketing com- Kosher Provisions, and J.R. RV, marine and aviation markets duce results-oriented work that munications agency that offers Watkins. (branding and PR), Seagram’s is both strategic and creative. industry leading expertise in the (event marketing) and Gerber (prod- For our first food client, Levy areas of food and beverage. The company represents the uct and corporate). Restaurants, in one month alone Founded in 2001, RF|Binder has Nice-Pak Commercial Division of We understand taste and we we secured more than 250 TV provided strategic and creative PDI, makers of sanitizing and disin- understand benefits, and we work spots, including Nightline, CBS counsel to distinguished compa- fecting wipes for the food service diligently to be certain that both This Morning and Fox & nies in the consumer food and industry, and Uncle Wally’s Muffin come to the fore for each and every Friends, as well as placements beverage space including Company, the #1 branded in-store food and beverage brand we repre- in Chicago Tribune, Food & Cargill, Dunkin Brands, Pilsner bakery muffin company that was sent. Wine, Hemispheres, ew York Urquell, Splenda, Smith & founded by Wally Amos. Post, OK! Weekly, USA Today Wollensky, Wines of Chile, Rosica’s services that deliver and Wall Street Journal. Wines of Germany, Tillen Farms results include: media relations, SCHNEIDER Our innovative initiatives, Pickled Vegetables and Vermont product and corporate branding, which garner significant public- Country Soups. RF|Binder’s strategic planning, special events, ASSOCIATES ity, are recognized among the staff is equipped with decades of cause-related marketing, spokesper- media and within our industries. professional experience working son training, media tours and new Member of Worldcom Our unique approach has result- with global food, wine, and spir- product introductions. 2 Oliver Street, Ste. 901 Boston, MA 02109 ed in a number of industry its corporations and provides 617/536-3180 "firsts" and earned us the services including food product RUDER FINN [email protected] HSMAI Best of Show award and restaurant launches, brand- www.schneiderpr.com (best travel PR campaign world- ing and reputation manage- wide) in 2006 and 2005. ment, crisis communications, Global Headquarters Joan Schneider, President & We developed the Chief Beer investor relations, as well as 301 East 57th Street Creative Director Officer (CBO) initiative for counsel on food security, food New York, NY 10022 Julie Hall, Phil Pennellatore & 212/593-6400 Scott Beaudoin, VPs. Four Points by Sheraton, after contamination, GMOs, www.ruderfinn.com creating the first-ever beer som- import/export issues, diabetes Schneider Associates is a full melier program for Four Points and obesity, nutrition and Ruder Finn West service marketing communica- Los Angeles LAX. We invented dietary supplements, and 388 Market Street tions firm with experience in con- Martini on the Rock, the organics. San Francisco, CA 94111 sumer public relations, corporate
32 MARCH 2008 • WWW.ODWYERPR.COM • ADVERTISING SECTION Profiles of Food & Beverage PR Firms communications, B2B and public with Diageo — the world's lead- affairs. We specialize in Launch ing premium drinks business — Public RelationsSM — a propri- the agency has successfully etary method of launching & sus- launched new products, reinvigo- taining new products, services, rated iconic brands and sustained companies and communities. momentum in the marketplace for Additional agency services adult beverage favorites such as include branding, creative, Crown Royal, Johnnie Walker, design, messaging, media train- Jose Cuervo, Guinness and ing, special events, crisis commu- Smirnoff , among others. Taylor nications, spokesperson training has also worked with other lead- and social media. ing brands including EAS sports Types of PR handled include: nutrition products and General consumer products, launch public Mills. relations, food & beverage, retail, In addition to program develop- public affairs, corporate commu- ment and brand awareness for nications, financial & profession- Diageo, the agency is charged al services and real estate. with weaving a social responsibil- Clients include Baskin- ity message throughout all activi- Taylor partners with category leading brand such as Robbins, Bertucci’s Brick Oven ties, highlighting the importance Crown Royal to leverage sports, entertainment and Ristorante, Cabot, Cabot & of making responsible decisions. lifestyle platforms. One of the many initiatives Taylor Forbes, New England Many Taylor programs executed helped develop and implement in 2007 featured the Confectionary Co. (NECCO) & on behalf of Diageo in the U.S. renaming of the Crown Royal 400 NASCAR Nextel Cup Reckitt Benckiser. have been implemented around Race in Richmond, VA to the Jim Stewart 400. the world. TAYLOR Taylor’s portfolio of client part- objectives. We value our client rela- Group’s bilingual staff has extensive ners includes MasterCard, tionships and believe they flourish experience representing chefs, Diageo, Gillette, Microsoft, most when our focus is on quality of restaurants and food product launch- The Empire State Building Allstate, Staples, Smirnoff, Alltel 350 Fifth Avenue, Suite 3800 service above all else. es that have garnered international, New York, NY 10118 Wireless, and Kleenex. Consequently, we set our perform- national, regional and local media 212/714-1280 ance standards high and we take exposure. Fax 212/695-5685 TORME LAURICELLA them very seriously. Senior Vice President Kim [email protected] Morgan has worked with some of www.taylorpr.com PUBLIC RELATIONS the world’s best-known television Tony Signore, CEO & Man. Partner TRANSMEDIA chefs and cookbook authors that Bryan Harris, COO & Man. Partner 847 Sansome Street GROUP include Jacques Pepin, Paul Mark Beal, Managing Partner San Francisco, CA 94111 Prudhomme, Natalie DuPree, 415/956-1791 Vertamae Grosvner, Martin Yan, Mr. www.torme.com 240 W. Palmetto Park Rd., Ste. 300 Taylor (formerly Alan Taylor Boca Raton, FL 33432 Food (Art Ginsberg) and many oth- Communications) partners exclu- 561/750-9800 ers. In South Florida, Morgan spear- sively with category leading con- Margaret Torme, CEO www.transmediagroup.com headed the grand openings of such sumer brands that utilize sports, Deborah Lauricella, President notable restaurants including entertainment, and lifestyle plat- Tom Madden, CEO and Founder McCormick & Schmick’s, New forms to achieve business build- Torme Lauricella Public Relations Kim Morgan, Senior VP York Prime, Durango Steak House ing goals. is a boutique, San Francisco-based, Lynn Martin, Director of Public and The National Hotel on South Relations Founded in 1984 and recog- women-owned, marketing and pub- Beach. According to J. Holmes, nized as the leading lifestyle and lic relations firm. Since 1983, we General Manager of McCormick & sports public relations agency, have served clients in a broad range As a leader in public relations for Taylor has 110 employees with of industries, typically, leading com- the past 26 years, TransMedia Continued on page 34 headquarters in New York and panies who market products and offices in Los Angeles, Chicago, services nationally. Charlotte and London. We are lifestyle experts, leverag- The agency provides a full ing the consumer trends and issues array of marketing communica- that affect California and the West tions services including, propri- today, and the rest of the country etary research and consumer tomorrow. Our credentials are insight, program planning and unusually strong across a range of development, strategic media lifestyle products and services. Our relations, event production, past and present food and beverage spokesperson procurement and clients include C&H Sugar, C&W training, Hispanic/multicultural Frozen Foods, California Milk marketing communications, digi- Advisory Board, Cornnuts, Glen tal and emerging media, and Ellen Winery, Groth Winery & measurement and evaluation. Vineyard, Iceberg Lettuce For nearly 20 years, Taylor has Commission, Nancy’s Specialty developed strategic marketing Foods, New Zealand Apple & Pear communications programs for Marketing Board, S&W Fine Foods, category leading food and bever- and the Walnut Marketing Board. age brands, designed specifically We aim to creatively express General Manager J. Holmes at the grand opening of to engage their target consumer brand personality in a way that McCormick & Schmick's Fresh Seafood Restaurant in enables public relations to directly Boca Raton. The seafood restaurant is a client of and create business impact for TransMedia Group. their client partners. Partnering and measurably support marketing
ADVERTISING SECTION • MARCH 2008 • WWW.ODWYERPR.COM 33 Profiles of Food & Beverage PR Firms and wellness trends that help launch: www.wtcast.net/foogo. drive their innovation plans. To help guide our approach, We also have deep experience we created the TrailBlazer™ in food safety and sustainabili- planning module to help build a ty. powerful, engaging bridge Weber Shandwick works between brands and those most with many of the world’s lead- likely to buy: We energize client ing food and beverage compa- businesses with TrailBlazer nies, brands and associations, brand strategies that can help including Campbell Soup category leaders and followers Company, Kraft Foods, KFC, compete more effectively. Milk Processor Education Through key insights about con- Program, National Pork Board, sumer passions and behaviors The Trade Commission of we help clients forge authentic, Spain, Oscar Mayer, trustworthy relationships with McCormick and Unilever. The their most passionate users. We agency conducts strategic inte- translate that strategic compass grated communications for cat- into intrusive brand stories com- egory marketing programs such municated through top national as the Milk Mustache "got editorial media, creative Web Wheatley & Timmons converted a Chicago hair salon milk?" Campaign and "Pork. and social media outreach, into a “pop-up” ultra-lounge to launch Cocktails by The Other White Meat," as well strategic events and brand spon- Jenn. The invitation-only bar serving Jenn martinis as for branded products and sored experiences. and beauty makeovers generated buzz and awareness programs, like the launches of Can we help make your brand as the brand helped celebrate girl’s night out. Kraft’s South Beach Lifestyle a TrailBlazer? line, Nabisco’s 100 Calorie national restaurant concepts. Packs, Planter’s NUT-rition WORDHAMPTON Transmedia Group The firm's expertise includes products and Campbell’s Reduced Sodium soups. PUBLIC RELATIONS Continued from page 33 national and local media rela- tions, viral communications, executive visibility, concept WHEATLEY & Schmick’s, “We had one of the 512 Three Mile Harbor strategy and positioning, and TIMMONS, INC. East Hampton, NY 11937 strongest grand openings in the crisis communications. In 631/329-0050 company’s history. The front page 2008, the firm will be bottling and broadcast media that 737 North Michigan Ave., 22nd Flr. its first wine, a Grist Vineyard Chicago, IL 60611 423 Pulaski Street TransMedia consistently secured Riverhead, NY 11901 helped propel our restaurant beyond Zinfandel from Crushpad. 312/755-6200 Salute! www.wheatleytimmons.com 631/727-6204 our expectation.” www.wordhampton.com TransMedia Group, honored by Blog: brandtrailblazers.com/blog the Public Relations Society of WEBER Robert Wheatley, CEO Steve Haweeli, President America, offers strategic planning, Rich Timmons, President Nicole Starr Castillo, Executive media relations, special events and SHANDWICK Alyssa Burns, Vice President and Vice President promotions, product launches, cor- Director of Client Services porate public relations and crisis St. Clair, Suite 1000 Kerri Erb, Vice President, Director of Media Services Established in 1992, management. Chicago, IL 60611 WordHampton Public Relations 312/988-2300 Mary Clare Middleton, Associate www.webershandwick.com Director, Consumer Products is an award-winning agency on TREVELINO/ Long Island representing signa- Wheatley & Timmons is the ture hospitality, real estate and KELLER Cathy Calhoun & Gail Heimann, leading public relations firm lifestyle businesses. Our mis- Co-Presidents, Consumer Marketing focused on merging brand strat- sion is to build reputations and King Plow Arts Center Janet Helm, MS, RD, Director of egy development with top-level revenues through strategic and 949 W. Marietta Street, X-106 Food and Nutrition strategic public relations and creative thinking, deep media Atlanta, Georgia 30318 marketing communications relationships and client partner- 404/214-0722 Weber Shandwick is expertise. ing. We are the number one www.trevelinokeller.com immersed in the food business Our agency is devoted entire- food and beverage public rela- Trevelino/Keller specializes from farm to fork, with clients ly to building CPG brands and tions firm on Long Island. We in working with emerging and representing every part of the businesses. We specialize in have represented hundreds of established concepts looking to food pyramid. Whether launch- launching new products, creat- restaurants and launched create a national footprint. The ing a new product, reposition- ing new categories and reinvig- national franchises to the firm works extensively within ing a brand, or helping an estab- orating mature brands. region. As the organizers of the franchising industry and has lished brand strengthen its con- We help businesses like Long Island Restaurant Week nection with consumers, Weber historical experience with some Sargento Cheese, Corona Beer, and Hamptons Restaurant Shandwick offers extensive Nature’s Variety pet foods and Week, we have generated mil- of the largest food and beverage experience and expertise in Barton Brands (liquors) become lions of dollars in revenue for companies in the country. Dean nutrition communications, con- TrailBlazers in their categories. participating businesses since Trevelino, a speaker at the 2008 sumer education, alliance build- Watch us at work by watching 2003. WordHampton Public National Restaurant ing, health influencer outreach, these videos: Sargento Foods Relations’ PR Awards include: Association Conference on crisis counseling, issues man- artisan cheese launch: 2006 Sabre, 2007 Bronze Anvil, "How to Score Customers at the agement and Web relations. www.wtcast.net/artisan, LIFE 2007 MarCom Award, and 2007 Local Level," leads a food and Our clients enlist us for help Cereal Chocolate Oat Crunch Communicator Award. beverage practice that currently in nutrition claims development launch: www.wtcast.net/life, Imaginative. Accountable. represents seven regional and and identifying culinary, health Thermos brand new product Spirited. Wordhampton.
34 MARCH 2008 • WWW.ODWYERPR.COM • ADVERTISING SECTION O’DWYER’S RANKINGS TOP FOOD & BEVERAGE PR FIRMS
1. Edelman New York $40,413,876 29. Morris + King Co. New York 396,894
2. Regan Comms. Group Boston 5,100,000 30. Lambert, Edwards & Assocs. Grand Rapids393,141
3. Hunter PR New York 4,773,939 31. Hope-Beckham Atlanta 361,559
4. RF|Binder Partners New York 4,186,000 32. Rhea & Kaiser Naperville, IL359,946
5. Taylor New York 3,400,000 33. Luckie Strategic PR Birmingham, AL345,864
6. M Booth & Assocs. New York 2,500,559 34. Kaplow Comms. New York 303,000
7. French|West|Vaughan Raleigh, NC1,281,411 35.Travers, Collins & Co. Buffalo 300,943
8. Coyne PR Parsippany,1,273,949 NJ 36. Davies Santa Barbara300,000
9. M&P Food Comms. Chicago 1,270,874 37. Zeno Group New York 298,535
10. Schneider & Assocs. Boston 1,268,608 38. Vollmer PR Houston 288,482
11. Widmeyer Comms. Wash, D.C. 1,200,000 39. Valencia, Perez & Echeveste S. Pasadena259,686
12. Pierson Grant PR Ft. Lauderdale1,108,273 40. Maccabee Group Minneapolis 226,501
13. APCO Worldwide Wash, D.C. 1,030,059 41. The Kotchen Group W. Hartford, 226,451CT
14. 5W Public Relations New York 1,000,000 42. Clifford PR New York 200,327
15. Padilla Speer Beardsley Minneapolis 994,190 43. McGrath-Power PR Santa Clara, 195,000CA
16. Morgan & Myers Waukesha, WI 825,465 44. Landis Comms. San Francisco187,500
17. JS2 Comms., Inc. Los Angeles 700,994 45. BizCom Assocs. Addison, TX 175,000
18. Carmen Group Wash, D.C. 687,200 46. CTA PR Louisville, CO138,000
19. Maloney & Fox New York 606,422 47. Standing Partnership St. Louis 135,613
20. Qorvis Comms. Wash, D.C. 600,760 48. Trevelino/Keller Comms. Atlanta 135,000
21. Stanton Crenshaw New York 600,000 49. Rosica Strategic PR Paramus, NJ 126,000
22. Kohnstamm Comms. St. Paul, Minn.573,551 50. Y Partnership Orland, FL 125,000
23. Charleston Orwig Tallahassee 545,576 51.Thorp & Co. Coral Gables,102,000 FL
24. Marx Layne & Co. Detroit, MI 545,040 52. Off Madison Avenue Tempe, AZ 95,000
25. Richmond PR Seattle 491,350 53. The Ledlie Group Atlanta 89,234
26. The Rogers Group Los Angeles 445,545 54. Transmedia Group Boca Raton, FL80,000
27. PainePR Los Angeles 425,530 55. v-Fluence Interactive PR St. Louis 71,500
28. Dudell & Assocs. Oakland, CA 423,000 56. Bridge Global Strategies New York 44,743
' 2007 J.R. O Dwyer Co.