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					        O’Dwyer’s
        Profiles of          Food & Beverage PR Firms
                                                                                                tality, travel, consumer, food,
                                                                 ALLISON &                      and corporate clients. BLAZE
                                                                                                also provides fully integrated
                                                                 PARTNERS                       public     affairs    capabilities
                                                                                                through its parent company,
                                                          505 Sansome St., 7th Floor            DAVIES.
                                                          San Francisco, CA 94111                  We succeed for our clients
                                                          www.allisonpr.com                     because we realize that public
                                                          415/217-7500                          relations is the effective use of
                                                          epicure@allisonpr.com                 media and strategic communica-
                                                                                                tions to realize our clients’ goals
                                                          Scott Allison, CEO
                                                                                                — not just media for media’s
                                                                                                sake. We offer an integrated
                                                             Allison & Partners brings the      approach that allows our clients
                                                          attention of a boutique agency        to find their “voice,” determine
                                                          with the resources of a global        the correct “channel,” and realize
                                                          brand leader to clients with a pas-   their business objectives through
                                                          sion for food. With experience        an unbiased mix of communica-
                                                          growing some of the world’s           tions tools and creative strate-
                                                          leading food, restaurant, bever-      gies.
                                                          age, wine and spirits, nutrition         BLAZE is headquartered in
                                                          and CPG brands, our team of con-      Santa Monica, CA with offices in
                                                          summate foodies brings fresh          Santa Barbara, Sacramento,
                                                          ideas to influencers in the media     Washington D.C., and New York.
                                                          and beyond. We leverage the
                                                          expertise of our consumer mar-
                                                          keting, public affairs, corporate          CARMICHAEL
                                                          communications and entertain-
                                                          ment integration practices to             LYNCH SPONG
                                                          drive both consumer preference
                                                          and sales, capitalizing on chang-     110 North Fifth Street
                                                                                                Minneapolis, MN 55403
                                                          ing consumer behaviors and atti-      612/375-8500
                                                          tudes to deliver stronger brands.     www.carmichaellynchspong.com
                                                          With seven full-service off i c e s
                                                          across the United States, our         Douglas K. Spong, APR,
“Mmm…” BLAZE PR executed The Simpsons Movie &             capabilities include product posi-    President
7-Eleven campaign, converting 7-Eleven stores into        tioning and branding, launches,       Grete Krohn Lavrenz, Senior
Kwik-E-Marts and earning a 2008 Silver Anvil Award.       publicity and media tours, events     Counselor, Chair, Food &
                                                          and promotions, restaurant open-      Beverage
                                                          ings, sampling and tasting events,
                                                          Internet, social networks and            If you can no longer stomach
                                                          emerging media outreach, retail       the same bland, tasteless ideas,
                                                          marketing, sponsorships and           perhaps it’s time for some fresh
                                                          alliances and corporate social        thinking. Carmichael Ly n c h
                                                          responsibility to reach consumer      Spong leads the food, beverage,
                                                          audiences and build market share.     nutrition and wellness arena —
                                                                                                representing some of the biggest
                                                                                                brands in packaged goods. We
                                                                  BLAZE PR                      work with food industry leaders,
                                                                                                consumer groups, chefs, nutri-
                                                          225 Santa Monica Blvd., 3rd Flr.      tionists, commodity groups, reg-
                                                          Santa Monica, CA 90401                ulatory     organizations     and
                                                          310/395-5050                          experts in general on a regular
                                                          Fax: 310/395-5001
                                                          crexroad@blazepr.com
                                                                                                basis. Our relationships go
                                                          www.blazepr.com                       beyond media. We know the
                                                                                                right people to target with the
                                                          Craig Rexroad, President              right program, product, cam-
                                                          Karen Gee-McAuley, Exec. VP           paign or cause. And they know
                                                                                                us.
                                                             BLAZE is a nationally recog-         Our approach is simple. We
                                                          nized Silver Anvil award win-         develop strategic programs that
                                                          ning PR firm that attracts com-       are measurable for our clients.
Members of the Carmichael Lynch Spong Food and            pelling and aggressive consumer       Successful communications pro-
Beverage    Practice   Group    manage    celeb r i t y
                                                          brands that need to win.              grams tie back to predetermined
spokesperson relationships with high-profile chefs
such as Alton Brown and Michael Symon. Pictured are          For nearly two decades,            goals and objectives that will fill
team members with Alton Brown at an event spon-           BLAZE has produced award              the glass full in terms of brand
sored by Diamond Crystal kosher salt.                     winning, effective, bottom-line       awareness, preference, loyalty
                                                          responsive campaigns for hospi-       and sales.

22                       MARCH 2009 • WWW.ODWYERPR.COM • ADVERTISING SECTION
                                             Profiles of Food & Beverage PR Firms
                                                                           New York, NY 10036                       Quebec                 Maple    Syrup
                                                                           212/938-0166                             Producers, Performance Food
                                                                                                                    Group, Air New Zealand,
                                                                           Tom Coyne, CEO                           Cambria               Suites  (Choice
                                                                           Richard Lukis, President                 Hotels), BISSELL H o m e c a r e ,
                                                                           Tim Schramm, Senior Vice                 Charles Schwab & Co., Girl
                                                                           President
                                                                           Lisa Farynyk, Vice President             Scouts of the USA, Council for
                                                                                                                    Responsible Nutrition, V H A
                                                                              Coyne PR is one of the                Inc., Sprint Nextel and Mirage
                                                                           n a t i o n ’s leading independent       Studios (Teenage Mutant Ninja
                                                                           public relations agencies with           Turtles).
                                                                           extensive experience in the                 Other food and beverage
                                                                           food and beverage category.              brands that CRT/tanaka has rep-
                                                                           Coyne PR combines sound                  resented              include  Atkins
                                                                           strategic counsel with cutting           Nutritionals,                  Godiva
                                                                           edge creative elements to                C h o c o l a t i e r, Walnut A c r e s ,
                                                                           achieve superior communica-              Newman’s Own, Cocktails by
Coyne PR’s food team spread a little joy to the media                      tions goals for its clients. T he        Jenn,         De’Longhi,       Lipton
in helping to launch Ritz Crackers’ newest campaign                        agency has represented some of           Recipe Secrets, Maille Mustard,
“Open for Fun,” fully crafted in-house by our internal                     the world’s largest food and             Lea & Perrins, Consorzio
design department.                                                         beverage companies, including            Pecorino Romano, Hostess
                                                                           Kraft Foods, General Mills, the          Snack Cakes, Coors Brewing
                                      EVP, Brand Marketing                 Campbell Soup Company,                   Co.,        Stolichnaya       Russian
                                                                           Pepsi, Cadbury Schweppes,                Vodka, Korbel Champagne,
   COHN & WOLFE
                                      Peggy O’Shea Kochenbach
                                      MBA, RD, LDN, Vice President         S c h w a n ’s and the Wr i g l e y      Noilly Prat Vermouth, Krispy
                                      Jill Tobacco, MPH, RD, Director      Com pany. The Coyne PR team              Kreme Doughnuts, Eskimo Pie
292 Madison Avenue                                                         is comprised of experts in prod-         and The Switch Beverage
New York, NY 10017                       For 28 years, Cone has earned     uct launches, brand building             Company.
212/798-9700                          a reputation for building strong     campaigns, tradeshow support,
www.cohnwolfe.com                     brands in the food and beverage      events, sponsorships, contests,
Stephanie Marchesi, President, NY
                                      industry. We provide best-in-        promotions, cause marketing,
Michael O’Brien, President,           class communication strategy,        influencer outreach, crisis man-
Global Consumer Marketing             talent and creativity to drive       agement and social media.
Donna Fleishman, Pres. Atlanta,       business growth for leading          Coyne PR was named 2007
Food & Beverage Specialist            brands, such as Nestlé Waters        Best Agency to Work For by
Barbara Cohen, SVP Food &             North America, Lindt and             the Holmes Report and has
Beverage Specialist                   General Mills. We understand         been a finalist for P RWe e k ’s
                                      that extraordinary results must      Agency of the Year five of the
   Cohn & Wolfe, a subsidiary         begin with experts who possess       last seven years.
of WPP, is a leading communi-         a keen understanding of your
cations firm with an impressive
                                                                                 CRT/TANAKA
                                      business, your brand and its
food and beverage offering led        connection to society. With two
by talented professionals who         registered dieticians on staff, we
have represented clients in                                                320 West 13th Street
every aisle of the supermarket
                                      can communicate the distinct
                                                                           New York, NY 10014                             PR news is too
                                      attributes of your brand, includ-
as well as some of America’s          ing the health and nutritional
                                                                           212/229-0500
                                                                           Fax: 212/229-0523                             important to get
favorite foodservice establish-       benefits of foods and beverages.
ments. We’ve launched hun-            The depth of our experience in
                                                                           www.crt-tanaka.com                              once a day.
dreds of new products, devel-         working with associations and        Patrice Tanaka, Co-Chair, Chief
oped nutrition education pro-         marketing boards and our care-       Creative Officer, whatcanbeM
grams for consumers of all ages       fully tailored approach to your      Ambassador
and know how to engage media,         communications allow us to           Ellen LaNicca Albanese,
influencers and consumers on          deliver campaigns that are           Executive Vice President
and offline whether promoting         authentic, credible and relevant.
pantry staples or the latest pre-     We are ready to share our cre-           CRT/tanaka is an award-win-
mium organic products. Cohn           ativity, passion and commitment      ning public relations and mar-
&     Wo l f e ’s food/beverage       along with a full range of serv-     keting firm known for its
clients include: J.M. Smucker         ices. We specialize in new food      whatcanbe SM workplace culture            T h a t’s why we created
Company, Jif, Crisco, Pillsbury,
Hungry Jack, Green & Black’s
                                      and beverage product launches,       and approach to business.
                                                                           Headquartered in Richmond,
                                                                                                                        odwyerpr.com
                                      influencer programs, media
O rganic Chocolate, Olive             events, promotions and celebri-      Va., and New York, with offices
Garden, Red Lobster and Taco          ty campaigns.                        in Los Angeles and Norfolk,
Bell.                                                                      Va., CRT/tanaka specializes in
                                                                           four            practice    areas   —
                                         COYNE PUBLIC
           CONE                                                            C o n s u m e r, Health, Corporate
                                          RELATIONS                        and Interactive. The agency has
                                                                           been recognized with nearly
855 Boylston Street
Boston, MA 02116
                                                                           300 national and regional
                                      14 Walsh Drive
617/227-2111                          Parsippany, NJ 07054                 awards for its strategic counsel,           The #1 site for PR news,
Fax: 617/523-3955                     973/316-1665                         c r e a t i v i t y, workplace culture
                                                                           and community service. Clients                 according to Google.
www.coneinc.com                       www.coynepr.com
                                                                           include Wines from Rioja
Bill Fleishman, Managing Dir. &       1540 Broadway, Suite 1602            (Spain), the Federation of

24                                  MARCH 2009 • WWW.ODWYERPR.COM • ADVERTISING SECTION
                                                   Profiles of Food & Beverage PR Firms
                                          of Nutrition, Food & Wellness.
         CURRENT                          Additionally, in 2008, Edelman
                                          formed a Nutrition Advisory Panel
                                          of globally renowned experts to
111 E. Wacker Drive, Suite 2605           provide its staff with insights and
Chicago, IL 60601
312/929-0500                              guidance on such key topics as obe-
www.currentlifestylemarketing.com         sity, food ethics and functional
                                          foods.
Virginia Devlin, General
Manager
Amy Colton, Senior Vice                        ENVIROCOMM
President
Jennifer Seyler, Registered               1300 Pennsylvania Ave. NW, #700
Dietitian                                 Washington, DC 20004
                                          202/285-2639
   Current helps clients develop          www.envirocomm.com
strategic marketing campaigns that
seamlessly integrate with the ever-          Envirocomm is a unique firm of
changing activities, interests and        veteran counselors assembled exclu-
opinions of today’s consumers.            sively to help corporate executives
   A Sabre award-winning agency           deal with greening issues, and to
staffed with seasoned food and            obtain competitive advantages.
nutrition marketers, including a             Environmental affairs, energy and
registered dietician and certified fit-   climate change, and corporate sus-
ness trainer, Current represents a 5-     tainability are the firm’s focus.
star roster of food industry clients      Corporate clients get a senior profes-
such as Glad, Hidden Valley               sional, experienced, capable and
Ranch, Kingsford, Seeds of                ready to provide a comprehensive,
Change and Uncle Ben’s, as well as        confidential analysis of a current sit-
beverage clients including Borden         uation, or develop strategies for near
Milk, Constellation Wines, FRS            and long term objectives — and to
Healthy Energy and Shamrock               guide through the execution process
Farms.                                    as much as needed to produce a
   Our work focuses on brand and          desired result. Our counselors are
commodity marketing, such as new          Tom Hellman, Ken Nasshan,
product launches, consumer educa-         Howard Glassroth, Colburn Aker,
tion campaigns, cause-related part-       Shelley Spector, Jim Sloan, Tom
nerships, influencer outreach,            Davis, and Brian Thomas in the            Current and celebrity chef Mario Batali brought the
word-of-mouth marketing and               U.S., and Gijs Dröge in Europe.           Uncle Ben’s partnership with Feeding America to life
social media programming. The             Issues on which we have worked            by hosting a cooking demonstr ation at the gra n d
agency is part of The Interpublic         range from environmental, health          opening of a Los Angeles-area Kids Cafe. The program
Group of Companies’Constituency           and safety, product-related compli-       aims to educate consumers about childhood hunger,
Management Group.                         ance, clean energy and green man-         as well as support the brand’s platform for healthy
                                          agement matters to public affairs, cli-   and convenient home cooking.

         EDELMAN
                                          mate change programs, sustainabili-
                                          ty reports and strategic stakeholder      Dave Senay, President & CEO            range of integrated communications
                                          communications on carbon econom-                                                 services — including public rela-
200 East Randolph Street                  ics.                                      Practice Group Leaders:                tions, public affairs, digital commu-
Chicago, IL 60601                                                                   Janet Greenlee, Austin                 nications, advertising and event
                                             You can look at our team’s cre-        Shelly Kessen, Sacramento
312/240-3000                                                                                                               marketing — on a global scale. The
www.edelman.com                           dentials and sample some of our           Melissa Novak, Kansas City
                                          insights on the Envirocomm.com            Karen Van Bergen, Amsterdam            practice is integrated with the firm’s
                                          website.                                                                         new Sustainability practice to build
Janet Cabot, President, Central                                                                                            communications around this
Region & U.S. Food & Nutrition
                                             E. Bruce Harrison leads the firm          Communicating within the food
Practice lead                             and facilitates effective match-up        and agribusiness industries has        increasingly important operational
                                          between client and counselor. Call        never been more challenging.           focus.
   Since its founding, Edelman has        Bruce at the Washington number for        Globalization and demographic             Clients include: Bumble Bee
helped many of the world’s leading        a conversation about what you’re          shifts are ushering in an exciting     Seafoods, California Cut Flower
companies as well as category mar-        interested in and how to best utilize     new world of foods and flavors. The    Commission, California Table
keters shape their brands and deliv-      our green leadership team.                explosion of chronic health issues     Grape Commission, California
er their messages. Among our                                                        caused by aging and obesity            Raisin Marketing Board, ConAgra
clients are Kraft, Butterball, Heinz            FLEISHMAN -                         demand a better understanding of       Foundation, Dannon, Dean Foods,
and Dannon as well as Dairy                                                         food’s roles in health and wellness.   Dow AgroSciences, Fisheries
Management Inc. (DMI), the                        HILLARD                           Our desire for a safe, secure food     Council of Canada, Flax Council of
American Egg Board and the                                                          supply is bringing greater scrutiny    Canada,        Flour     Fortification
Mushroom Council. Edelman’s               200 North Broadway                        about how our food is produced,        Initiative, Gatorade, IHOP /
US practice has 14 credentialed           St. Louis, MO 63102                       packaged and shipped.                  Applebee’s,       Kubota Tractor
nutrition and public health experts       314/982-1700                                 Fleishman-Hillard’s Food &          Corporation, Maple Leaf Foods,
and now includes Susan T. Borra,          janet.greenlee@fleishman.com              Agribusiness practice has a unique     Mirassou Winery, National Mango
                                          shelly.kessen@fleishman.com
RD, formerly President of the             melissa.novak@fleishman.com
                                                                                    “farm to fork” perspective and is      Board, Nestles, Nutrients for Life
International Food Information            karen.vanbergen@fleishmaneurope.com       dedicated to help identify, under-     Foundation, PepsiCo, Perdue
Council (IFIC), who joined                www.fleishmanhillard.com                  stand, and manage the increasingly     Farms,        Subway,        Sunsweet
Edelman in 2009 as Executive Vice                                                   complex trends and issues affecting    Growers, Tri-Lamb Group and U.S.
President and Managing Director           John Graham, Chairman                     business. The practice offers a full   Potato Board.


                                                       ADVERTISING • SECTION MARCH 2009 • WWW.ODWYERPR.COM                                                   25
                                  Profiles of Food & Beverage PR Firms
                                                                                                      work for Celebrity Chef Lorena
                                                                  FOODMINDS                           Garcia, the North Carolina Beer
                                                                                                      and       Wine       Wholesalers
                                                                                                      Association,              Brinker
                                                           One Tower Lane, Suite 2610
                                                                                                      International (Maggiano’s Little
                                                           Oakbrook Terrace, IL 60181
                                                           630/571-4150                               Italy restaurant chain), ConAgra
                                                           Fax: 630/571-4226                          (Slim Jim, Pemmican Beef
                                                           info@foodminds.com                         Jerky), Nabisco Foods, Brown-
                                                           www.foodminds.com                          Forman (Jack Daniel’s), Diageo
                                                                                                      North America (Bulleit Bourbon
                                                              FoodMinds offers an innovative          brand) and many others.
                                                           recipe for food & nutrition affairs           Product launches have includ-
                                                           by harnessing science, public              ed NESTEA COOL, Diet
                                                           affairs and communications to              NESTEA, Gold Peak, DASANI
                                                           meet clients’ business and public          Plus, Arbor Mist wines,
                                                           health objectives.                         Dolphins & Friends snack crack-
                                                              In addition to its three co-            ers,        various       Orville
                                                           founders — Laura Cubillos, RD;             Redenbacher’s popcorns and
                                                           Bill Layden; and Sue Pitman, MA,           Pemmican Beef Jerky. FWV
                                                           RD — FoodMinds is a destination            launched these products in key
                                                           for employees and an Expert                markets across the U.S. with
                                                           Network of more than 50 consult-           hospitality coordination, strate-
                                                           ants. Customized, flexible client          gic planning and comprehensive
                                                           teams include registered dietitians,       media outreach campaigns. The
                                                           consumer marketers, media strate-          agency also executes multi-
                                                           gists, PhDs, science writers, and          faceted programs to stimulate
                                                           policy experts – who are passionate        product trials and awareness.
                                                           about food and nutrition and moti-
                                                           vated to help clients create a better
                                                           story, not just tell their story better.     HANNA LEE
                                                              Visit www.foodminds.com to              COMMUNICATIONS
                                                           learn more.
                                                                                                      575 Madison Avenue,10th Floor
                                                             FRENCH / WEST /                          New York, NY 10022
                                                                                                      212/527-9969
                                                                VAUGHAN                               hanna@hannaleecommunications.com
                                                                                                      www.hannaleecommunications.com
                                                                                                      www.unwindwithwine.com
Polish supermodel Joanna Krupa poses with a bottle         112 East Hargett St.
of Sobieski vodka at a rooftop party in Manhattan to       Raleigh, NC 27601                          Hanna Lee, President
commemorate the Imperial brand’s “Truth in Vodka”          919/832-6300
campaign, a record-breaking integrated marketing ini-      www.fwv-us.com                                  Hanna Lee Communications,
tiative launched last year by food and beverage PR                                                    Inc. is a public relations agency
team Hanna Lee Communications.                             Rick French, Chairman & CEO                specialized in food, wine, spir-
                                                           David Gwyn, President & Principal          its and hospitality.                 The
                                   Photo: wireimage.com    Lauren Taylor, Executive Vice              a g e n c y ’s       services i n c l u d e
                                                           President / Principal                      strategic PR planning; national
                                                           Jack Glasure, Executive Vice               and local media outreach; long-
                                                           President / Principal                      t e r m brand building; press
                                                                                                      trips, press conferences and
                                                               French/West/Vaughan (FWV)              media training; trade and con-
                                                           is the Southeast’s largest inde-           sumer show support; and, spon-
                                                           pendent public relations, public           sorship management and c o -
                                                           a ffairs and brand communica-              marketing promotions. Hanna
                                                           tions agency, and is the nation’s          Lee Communications, Inc. also
                                                           17th largest independently-                has a wine club, Unwind Wi t h
                                                           owned PR firm. Founded in 1997,            Wine™, which features monthly
                                                                                                      wine tastings and networking
                                                           the agency is headquartered in             opportunities.
                                                           Raleigh, N.C. and also has offices              Clients include Sobieski
                                                           in both New York City and                  Vo d k a , P o l a n d ’s #1 premium
                                                           Tampa.                                     vodka imported by Imperial
                                                               FWV is home to one of the              Brands, Inc., a wholly-owned
                                                           nation’s largest Food and                  U.S. subsidiary of Belvédère
                                                           Beverage practice areas. As a              S.A. The agency’s “Truth in
                                                           national leader in launching head-         Vodka” PR campaign helped
                                                           turning, results-driven marketing
Working on behalf of client Kraft Foods, Hunter PR         campaigns, FWV’s work inspires
                                                                                                      Sobieski Vodka smash the
created a cause-related initiative titled “Pose for The    consumers and influences them
                                                                                                      record for a newly-introduced
Cure” which benefited Susan G. Komen for the Cure.         favorably toward the world’s
                                                                                                      spirit to achieve the 2.4 million
The program featured an on-line auction of designer-                                                  bottle sales milestone in less
donated clothing, and an unveiling fashion show that
                                                           leading companies and brands,              than a year. The agency is also
was attended by more than 50 media outlets. Hunter         including      the      Coca-Cola          working with the innovative,
PR arranged for Melanie Brown of the Spice Girls to        Company (NESTEA, Gold Peak,                premium Chilean winery, Terra
design the campaign’s official tee-shirt, host the fash-   Minute Maid, several DASANI                Andina, and is launching a
ion show and serve as the campaign spokesperson.           products and Simply Orange).
                                                               Client experience includes                         Continued on page 28


26                        MARCH 2009 • WWW.ODWYERPR.COM • ADVERTISING SECTION
                                                         Profiles of Food & Beverage PR Firms
                                                                                       influential media contacts to cut
                                                                                       through the clutter. That is
                                                                                       JBCPR.                                                JSH&A
                                                                                          We understand our clients’
                                                                                       markets, their businesses and             2 TransAm Plaza Drive, Ste. 450
                                                                                                                                 Oakbrook Terrace, IL 60181
                                                                                       their products — whether bever-           630/932-4242
                                                                                       age, specialty food or homewares          www.jsha.com
                                                                                       — so much so that one client’s
                                                                                       wholesale business has tripled            Jonni Hegenderfer, CEO, CVO
                                                                                       since our partnership began, and          & Founder
                                                                                       another client’s wholesale busi-          Jim Kokoris, Pres. & General
                                                                                       ness has quadrupled. Two other            Manager
                                                                                       clients have become category              Laura Dihel, SVP, Consumer
                                                                                                                                 Lifestyle
                                                                                       leaders without dropping a dime
                                                                                       on advertising, and with our help            JSH&A is a new kind of public
                                                                                       another client is in the process of       relations agency dedicated to
                                                                                       creating a new niche market.              developing effective and creative
                                                                                          This is what we have done and          PR strategies that speak to con-
 Dr. Andrew Weil answers food and health related                                       continue to do for brands as              sumers in a relevant and clear
 questions at JBC PR managed product launch.                                           diverse as Australian Lamb,               voice. Experts at connecting with
                                                                                       ZeroWa t e r, Bodum Coff e e ,            consumers and media, JSH&A’s
                                                  crisis counseling.                   Espuma Cuisine and iSi Food
Hanna Lee Comms.
                                                                                                                                 unique LIFTM Style and Social
                                                      Revitalizing mature brands,      Whippers, Azal Olive Oil, CMA             LIFTM PR processes create inno-
                                                                                       — the German Food Marketing
Continued from page 26                            creating buzz around new prod-                                                 vative environments and tech-
                                                  ucts and building awareness          Association, Twinings Tea, St.            niques that deliver impact and
                                                  among key influencer groups          Dalfour Fruit Spreads, Dr.                generate news on- and off-line.
“Soul of the A n d e s ” - t h e m e d                                                 Andrew Weil Healthy Kitchen
consumer PR campaign.                             (including the epicurean, medical                                                 While launching new premium
                                                  and dietetic community) are          Products and San Pellegrino.              chocolate product lines for The
Additional clients include
Rayuela, a hot Latin American                     among the firm’s specific areas of                                             Hershey Company, providing
fine dining and cocktail destina-                 expertise.                                JS2                                  unique tasting experiences on
                                                                                       COMMUNICATIONS
tion in Manhattan that estab-                         Clients include some of the                                                behalf of Beam Global Spirits &
lished a first-of-its-kind cuisine                strongest and most respected                                                   Wine or developing global media
c a t e g o r y, Estilo Libre Latino              brand names in food and bever-                                                 campaigns     on     behalf     of
                                                  ages: Kraft Foods, E&J Gallo         661 North Harper Ave., Suite 208          McDonald’s, JSH&A has con-
(freestyle Latino); Macondo, a                                                         Los Angeles, CA 90048
casual new Latin tapería spe-                       i
                                                  W n e r y, Diageo Kellogg’s ,                                                  nected with top food and bever-
                                                                                       323/866-0880
cialized in upscale street food;                                   r
                                                  Campbell’s, W i g l e y, Arby’s,     Fax: 323/866-0882
                                                                                                                                 age media to deliver outstanding
and Bar Celona, a fashionable                     Pepsi, Apple & Eve, McIlhenny        www.jscomm.com                            results.
S p a n i s h t a p a s and        cocktail       Company, Signature Brands and
                                                                                                                                 KETCHUM GLOBAL
lounge           in      W l l i a m s b u rg ,
                          i                       Tetley.                              41 E. 11th St., 11th Floor
Brooklyn.                                                                              New York, NY 10003
    Hanna Lee Communications                       JB CUMBERLAND                       212/905-6260                                  FOOD &
                                                                                                                                    NUTRITION
has helped numerous clients                                                            Fax: 212/905-6264
successfully build their brands.                  PUBLIC RELATIONS                        Founded by Jeff Smith and
The agency o n l y r e p r e s e n t s
                                                  135 W. 27th St., 10th Flr.
                                                                                       Jill Sandin in 2001, JS2                  1285 Avenue of the Americas
products in which it believes                                                          Communications is an award-
                                                  New York, NY 10001                                                             New York, NY 10019
and about which it is passionate.                                                                                                646/935-3900
                                                  646/230-6940                         winning bi-coastal PR agency
                                                  Fax: 646/230-6935                    dedicated to strategic solutions,         linda.eatherton@ketchum.com
   HUNTER PUBLIC                                  jcumberland@jbcumberland.com         candid counsel and tangible               cathy.kapica@ketchum.com
                                                                                                                                 dale.bornstein@ketchum.com
     RELATIONS
                                                  www.jbcumberlandpr.com               results.
                                                                                                                                 www.ketchum.com
                                                                                          The largest of its four practice
                                                     Cluttered categories and over-    areas, JS2 Communication’s                Linda Eatherton, Partner & Dir.,
41 Madison Avenue, 5th Floor                      stocked retail shelves — in a mar-   F&B division boasts the west              Global Food & Nutrition Practice
New York, NY 10010-2202                           ket flooded with competing prod-     coast division of the Patina              Ilene Smith, Vice President &
www.hunterpr.com
gleong@hunterpr.com
                                                  ucts and messages, companies         Restaurant      Group,      which         Associate Dir., Global Food &
                                                  face the challenge of standing       includes more than 30 award-              Nutrition Practice
www.hunterpr.com
                                                  out, selling-in and selling-         winning locations such as                 Cathy Kapica, Vice President &
Grace Leong, Partner                              through: this is what we are hired   Patina, Nick+Stef’s and Café              Dir., Global Health & Wellness
                                                                                                                                 Dale Bornstein, Senior Partner,
                                                  to do!                               Pinot, top Italian fine dining            Director, Global Practices; &
   Hunter Public Relations is a                      For more than 25 years, JB        destination Il Grano and                  Managing Dir., Global Brand
top-ranked marketing communi-                     Cumberland Public Relations          Chicago-inspired        bar    and        Marketing, Food & Nutrition
cation firm specializing in food,                 (JBC PR) has been helping            restaurant Rush Street. N e w
beverage and spirits. The 60-per-                 clients distinguish themselves       clients stretch from Houston to              A food industry marketing pio-
son, independently owned and                      from competitors and imitators,      Hollywood and include Robert              neer for four decades that has
operated firm offers strategic                    while helping them achieve their     Gadsby’s Bedford, CASA, Ivan              served companies, brands and
marketing PR services including                   ultimate goal: selling products!     K a n e ’s Café Was, RockSugar            commodity groups shape percep-
creative brainstorming and facili-                In the world of PR companies, it’s   Pan Asian Kitchen and Tender              tions and build sales, Ketchum’s
tation, media relations, special                  not about who has the finest toys,   Greens.                                   Food & Nutrition Practice is dif-
event production, product intro-                  the biggest clients or an abun-       The April issue of O’Dwyer’s PR Report will showcase
ductions, anniversaries, nutrition                dance of office locations, it’s                     video and broadcast firms.
and recipe initiatives (led by                    about who has the most creative,         For more info about this issue, please contact Editor Jon Gingerich at
dietitians), contests, local market               hardest working, most adaptive                     646/843-2080 or jon.gingerich@odwyerpr.com
events, spokesperson tours and                    public relations team and the

28                                            MARCH 2009 • WWW.ODWYERPR.COM • ADVERTISING SECTION
                                             Profiles of Food & Beverage PR Firms
ferent from all other agencies        Sara Lee, Special K, Dunkin’
with: Registered dietitians on        Donuts, Wild American Shrimp
staff and staff certified nutrition   Association and many others
communications professionals          through top market television
(an exclusive collaboration with      campaigns and full-service media
Tufts University’s Friedman           relations programs.
School of Nutrition Science and
Policy); A Well-Connected brand-
building specialty combining                   LANE PR
consumer marketing practices
with healthcare, nutrition and        905 SW 16th Ave.
                                      Portland, OR 97205
wellness marketing expertise; A       503/221-0480
Food B2B Group focused exclu-         Fax: 503/221-9765
sively on full service marketing      wendy@lanepr.com
to the foodservice and food ingre-    www.lanepr.com
dient channel; The Ketchum Food
Center, a test kitchen and “food      Wendy Lane, President
think tank.”
   Clients include: British Potato       LANE PR is a nationally rec-       L.A. Trade Te ch Culinar y School Director, Steve
Council, Cadbury, California          ognized PR agency focused on          Kasmar (far right) and Vi ck Gwinn from Mrs.
Dried Plum Board, California          our clients’ business success. We     Cubbison’s Foods (far left) congratulate the student
Milk Advisory Board, California       understand what is compelling         ch e f winners in the sch o o l ’s 11th A n nual Mrs.
Strawberry Commission, Canned         about a company and know how          Cubbison’s Thanksgiving Stuffing Cook-Off, created
Food Alliance, ConAgra Foods,         to spread the word.                   and produced each year as a major media event, by
                                         We are a team of passionate,       Lee & Associates, Inc. Mrs. Cubbison’s has been a
ConAgra Mills, Dr Pepper
                                      curious foodies. And while our        client for nearly 60 years.
Snapple Group, Dreyer’s, DSM
Nutritional Products, Frito-Lay,      enthusiasm is contagious, we
Gilroy Food & Flavors, Häagen-        realize it takes more than enthusi-   Mrs. Cubbison’s Foods (stuffing          targeted to consumers (mass and
Dazs, Horizon Organic, Kellogg,       asm to build brands. We are a         and croutons — a client for near-        segmented, age and gender specif-
Kikkoman,            Masterfoods,     group of 25 skilled communica-        ly 60 years). Additional clients         ic, ethnic and regional niches), the
McDonald’s China, National            tors and strategic planners who       include trade associations and           foodservice industry, food manu-
Cattlemen’s Beef Association,         understand how to raise aware-        marketing      boards,      from         facturers, retailers, health profes-
Rachel’s, Silk Soymilk, Solae and     ness and build consumer alle-         California apples, eggs, figs,           sionals and educators.
Wendy’s USA.                          giance.                               prunes, seafood and tomatoes to             List of clients: Avocados from
                                         The secret to our success? In      Hawaiian papaya, Oregon pota-            Mexico (APEAM), BC Blueberry
                                      our nearly 20-year history, LANE
    THE KOTCHEN
                                                                            toes and the New Zealand Trade           Council, Chilean Fresh Fruit
                                      PR has developed unparalleled         Commission.                              Association, Dole Mushrooms,
       GROUP                          knowledge of the industry and                                                  Duda Farm Fresh Foods, Florida
                                                                            LEWIS & NEALE PR
                                      established meaningful relation-                                               Tomato Committee, Fresh
                                      ships with the media and key                                                   Supersweet Corn Council,
270 Farmington Avenue, Ste. 322       industry influencers that help                                                 Mexican Hass Avocado Importers
Farmington, CT 06032                  drive business for our clients.       35 East 21st St.
860/676-2266
                                                                                                                     Association (MHAIA), North
                                                                            New York, NY 10010
pr@kotchengroup.com                                                         212/420-8808                             Carolina        Sweet       Potato
                                              LEE &                         Fax: 212/254-2452                        Commission, Prosciutto di Parma,
                                                                                                                     U.S. Apple Association and U.S.
   The Kotchen Group has an
                                           ASSOCIATES
                                                                            info@lewis-neale.com
established niche in media rela-                                                                                     Highbush Blueberry Council.
tions campaigns for clients in                                              Anita Fial, President
                                                                                                                        M&P FOOD
food and nutrition categories.        145 S. Fairfax Ave., #301             Ruth Lowenberg, Senior VP
The agency publicizes healthy         Los Angeles, CA 90036
school      environments/menus,       323/938-3300
                                      www.leeassociates.com
                                                                                Lewis & Neale is the preeminent      COMMUNICATIONS
wellness policies and legislative                                           full-service communications
issues to support the national        Howard Pearlstein, Principal          agency devoted exclusively to the        33 N. Dearborn, Suite 909
non-profit School Nutrition                                                 marketing of food. The firm has          Chicago, IL 60602
Association (SNA). Select food-          Lee & Assocs. offers strategic     built a solid reputation by success-     312/201-9101
service spokespersons are regu-       planning, program evaluation,         fully enhancing the image of its         Fax: 312/201-9161
larly booked for regional and         media relations, product launch-      clients’ products, changing con-         www.mpfood.com
national radio, TV and print inter-   es, consumer education, recipe        sumer attitudes, building demand         Brenda McDowell, Principal
views.                                development, special events, cri-     and launching and repositioning          Jessie Vicha, Senior Account
   Cookbook media campaigns,          sis management and corporate PR       products. Clients depend on the          Manager
multi-city press tours and author     services to its food & beverage       agency for strategies and creativity     Liz Rytel-Mudroncik, Senior
events are produced for publish-      client roster.                        that consistently deliver outstand-      Advisor
ers such as Workman Press,               Founded in 1950, the agency is     ing results.
Random       House, Chronicle         proud of its Western Research             To support the company’s singu-         Whether telling a nutrition story,
Books, Storey Publishing and          Kitchens division, which features     lar interest, the staff consists of      driving Web site traffic, developing
others. Campaigns have included       home economists, nutritionists,       experienced food professionals,          recipes, or connecting with influ-
Entertaining Simple, Dad’s Own        dietitians, chefs and medical doc-    such as marketing and publicity          encers, M&P creates successful,
Cookbook, Tailgate Party, The         tors. The firm has represented        experts, food writers, home econo-       strategic, on-budget programs.
Gold Coast Cure, The Healthy          PepsiCo, Del Monte, American          mists and a dietitian. In-house facil-      Our ideas move audiences to
Lunchbox Cookbook and Eat             Home Foods and Suntory Int’l, as      ities are equally specialized and        action, drive trial and build loyalty
Like a Pro.                           well as brand names like John         include test kitchens, a photogra-       for current and past clients includ-
   The agency also has represent-     Morrell, Florida’s Natural Fruit      phy studio and a comprehensive
                                      Snacks, Morehouse Mustard and         food-focused library. Programs are                 Continued on page 30
ed Stouffer’s, Tyson, Campbell’s,


                                                           ADVERTISING • MARCH 2009 • WWW.ODWYERPR.COM                                                29
                                                   Profiles of Food & Beverage PR Firms
                                          media campaigns for gourmet food                                                         Mary Vernon, MD, FAAFP, CMD,
M & P Food Comms.                         brands Ile de France cheese and
                                          Robert Rothschild Farm. In 2009,                   MARX LAYNE &                          one of the nation's leading obesity
                                                                                                                                   and diabetes experts, and Sandra
Continued from page 29
                                          the agency added to its client list                    CO.                               Woodruff, R.D., author and former
                                          William Grant & Sons connoisseur                                                         president of the Florida Dietetic
ing Wilton Industries, Inc.,              brands, including Hendrick’s Gin,               31420 Northwestern Highway, #100         Association. M Booth’s breadth and
Dreamfields Pasta, Seneca Foods,          Glenfiddich, The Balvenie and                   Farmington Hills, MI 48334               depth in the area of “better for you”
Quaker Oats, Good Humor-                  Grant’s Whiskey.                                248/855-6777                             brands includes work for mar-
Breyers, Jolly Time Pop Corn,                In the nutrition category, M&F is            mlayne@marxlayne.com                     garines, salad dressings, pasta,
National      Cattlemen’s     Beef        working with Sensei, Inc., a pioneer            www.marxlayne.com                        frozen food and low carb products,
Association, and the Federation of        in mobile and Web-based wellness                                                         as well as nutraceuticals and eye-
                                                                                          Michael A. Layne, Partner
Quebec Maple Syrup Producers.             solutions, in publicizing and market-                                                    care.
   Our        M&P         Everyday        ing its innovative weight loss pro-                Marx Layne has been provid-              Last year, M Booth led successful
Foodologists consumer panel pro-          gram, Sensei for Weight Loss.                   ing cost-effective marketing and         campaigns for long-standing client I
vides in-depth insight on products,                                                       public relations services on a           Can’t Believe It’s Not Butter! to
trends, recipes and more.
   M&P has provided public rela-
                                           MARINA MAHER                                   local, regional and national basis
                                                                                          to the food and beverage sector
                                                                                                                                   drive home the brand’s health bene-
                                                                                                                                   fits over butter and continued to
tions/communications services to          COMMUNICATIONS                                  since 1987.                              “spread the sharing” for Shedd’s
consumer food and beverage clients                                                           Services offered to clients           Spread Country Crock Omega Plus
for 20+ years. We are food-               Member of the Worldcom Public Relations Group   include media relations, product         with the help of singer Amy Grant.
focused, consumer-connected, and          830 Third Ave.                                  publicity, crisis and issue man-         Additionally, M Booth continues to
client-centered.                          New York, NY 10022                              agement, internal communica-             spearhead campaigns for Unilever’s
                                          212/485-6800                                    tions, special events planning,          Wish-Bone and Skippy brands,
                                          Fax: 212/355-6318                                                                        Alberto Culver’s Mrs. Dash and
  MALONEY & FOX                           mmaher@mahercomm.com
                                                                                          direct mail, e-blasts, graphic
                                                                                          design,     Web     development,         New World Pasta’s Ronzoni brands.
                                          www.mahercomm.com
                                                                                          brochure and newsletter produc-             Things are also bubbling up for
89 Fifth Avenue, 4th floor                                                                tion, and social networking.             M Booth in the beverage category.
New York, NY 10003                        Nancy Lowman LaBadie, EVP
                                          DeLisa Harmon, Managing                            Clients include fine dining           The agency’s dedicated wine and
212/223-2000
                                          Director, Consumer Brands                       restaurants, quick service restau-       spirits team added to its top-shelf
hbienstock@maloneyfox.com
www.maloneyfox.com                        Kanchan Kinkade, Vice                           rants, supermarket chains, and           portfolio with Proximo Spirits,
                                          President, Food and Beverage                    food manufacturers and suppliers.        Inc.’s tequila and rum brands. The
Brian Maloney, Margie Fox,                Practice                                                                                 team successfully launched Maestro
                                                                                                                                   Dobel tequila and hibiscus-infused
                                                                                                 M BOOTH &
Partners
Hal Bienstock, New Business                  Marina Maher Comms. (MMC)                                                             tequila Rosangel. As agency of

   Whether driving young men to
                                          Food and Beverage Practice cre-
                                          ates pop culture and lifestyle rele-
                                                                                                  ASSOCS.                          record for five years representing
                                                                                                                                   The Macallan Single Malt Scotch
sample 260+ year old Drambuie,            vance for food and wine brands                                                           Whisky, the spirits team continued
                                                                                          300 Park Avenue South
encouraging fashionistas to give          which results in high profile media             New York, NY 10010                       to reach key influencers through
Peroni a chance or teaching the           coverage rarely seen in the catego-             212/481-7000                             luxury brand partnerships and pro-
masses about gourmet cheese Ile de        ry. Headed by a certified somme-                www.mbooth.com                           motional events. The team built on
France, Maloney & Fox (M&F)               lier, the team regularly works with                                                      the success of the Highland Park
specializes in using its knowledge of     industry insiders, such as celebrity            Margaret Booth, President                Single Malt Whisky with the intro-
pop culture and consumer behavior         chefs, mixologists, and nutrition-              Rich Goldblatt, SVP, Director            duction of a 40 year old vintage.
                                          ists to craft five-star communica-              Joyce Yaeger, SVP, Director
to make food and beverage brands                                                          Josh Rosenberg, SVP, Director,
                                                                                                                                    MCGRATH/POWER
relevant to people’s lifestyles.          tions programs.                                 Wine & Spirits
We’ve revitalized brands after               MMC, which was named 2007
decades of declining sales, launched      “Creative Agency of the Year” by                   M Booth served up a big offering      PUBLIC RELATIONS
new products to new audiences and         the Holmes Report , builds strate-              in food and nutrition in 2008. The
helped consumers see their old            gic partnerships with tasteful                  agency launched a new Better For            & COMMS.
favorites in a new light.                 brands. Currently, MMC works                    You capability to help food and
   A Waggener Edstrom company,            with George Weston Bakeries on                  nutrition brands communicate             333 West San Carlos St., Ste. 900
M&F’s expertise in the food and           brands such as Thomas’, Boboli,                 healthy innovations, functional ben-     San Jose, CA 95110
beverage space is grounded in four        and Arnold Bread. For Terlato                   efits and product revitalizations to     408/727-0351
                                          Wines International, MMC repre-                                                          Fax: 408/885-9317
years as the lead strategic agency on                                                     the marketplace.                         info@mcgrathpower.com
the storied Drambuie brand. In that       sents Santa Margherita, the #1-                    Better For You spotlights M           www.mcgrathpower.com
time, we repositioned the brand and       selling Pinot Grigio in America,                Booth’s recognized ability to apply
helped drive a massive sales turn-        Markham Vineyards, Seven                        creative insights and strategic direc-   Jonathan Bloom, CEO
around by uniting various marketing       Daughters, and Rutherford Hill                  tion to build power brands in the        Kathryn Walker, Partner & SVP
elements and integrating PR, print        Wines. MMC’s experience also                    food, nutrition and health-care are-
advertising, a renewed online strate-     includes work for Weight                        nas. The new offering focuses on            For    nearly  30    years,
gy and the expansion of the signa-        Watchers licensed food products,                communicating a brand’s ‘better for      McGrath/Power has built
ture Drambuie Den experiential            Ronzoni, Godiva Ice Cream and                   you’ message to meet health-savvy        strategic communications pro-
sampling concept.                         the Chaine des Rotisseurs food                  consumers’ burgeoning wellness           grams for an exceptionally
   M&F also created and managed:          and wine society.                               needs.                                   diverse group of clients —
A high-profile cause marketing               MMC offers 25 years of expert-                  Complimenting M Booth’s sea-          including numerous consumer
campaign for Godiva Liqueur;              ise in marketing-to-women and a                 soned staff of communications pro-       brands such as Wild Tu r k e y
Officially introduced the Italian         Media Connections team of                       fessionals is a nine-member Better       Bourbon, Reebok, Ti Vo, Nikon
beer, Peroni, to the U.S. market;         experts in the fields of traditional            For You advisory board of medical        and       Nero.     Currently
Launched Bacardi’s Rubi Rey rum           and social media, and special                   and health experts. The board            McGrath/Power is the agency
and Vanille Royale crème liqueur in       events. MMC also offers a propri-               includes Dr. Lynne Perry-Böttinger,      of record for the award-win-
multiple test markets; Developed a        etary tool, the Trendcaster, which              M.D., F.A.C.C., of Columbia              ning Burgerville restaurant
guerilla marketing campaign for           leverages trends to benefit food                University and Weill Medical
Bob Evans Restaurants, and created        and beverage brands.                            College of Cornell University; Dr.                 Continued on page 32


30                                      MARCH 2009 • WWW.ODWYERPR.COM • ADVERTISING SECTION
                                                   Profiles of Food & Beverage PR Firms
                                                                                    tions to culinary brands that drive     Consultants (NCC) aims to be a
                                                                                    trial, brand loyalty, and patronage.    proven resource for foodservice
                                                                                    Our experience includes: Sara Lee,      chain restaurants, food manufac-
                                                                                    Jimmy Dean, Ball Park Franks,           turing R&D teams, food and bev-
                                                                                    Gallo Salame, The Palm                  erage marketing boards, corpora-
                                                                                    Restaurants,           McDonald’s,      tions, healthcare foodservice oper-
                                                                                    Freshdirect, Gardenburger, Xango,       ations, university and college cam-
                                                                                    and The Restaurants at Newport.         pus dining services and communi-
                                                                                                                            cations professionals.
                                                                                       M YOUNG                                 Our advertising and marketing
                                                                                                                            services include: Research and
                                                                                    COMMUNICATIONS                          development, nutritional analysis,
                                                                                                                            Food safety and food science prac-
                                                                                    77 Fifth Ave., 2nd Flr.                 tice, Health and culinary nutrition
                                                                                    New York, NY 10003                      consulting, Recipe & new product
                                                                                    212/620-7027                            development, Menu concepts,
                                                                                    Fax: 212/645-4654                       Brand partnerships, National
                                                                                    melanieyoung@myoungcom.com              account support and training pro-
                                                                                    www.myoungcomm.com                      grams.
                                                                                    Melanie Young, President
                                                                                                                               Former      clients      include:
                                                                                    David L. Ransom, Director, Wine         Disneyland Hong Kong, PepsiCo
                                                                                    & Spirits Programs                      Foodservice,                Dannon
 Chef Kyle Shadix, Director of Nutrition & Culinary                                                                         Foodservice, FL Dept of Citrus,
 Services for Nutrition + Culinary Consultants.                                         M. Young Communications spe-        Beam Global and Ventura Foods.
                                                                                    cializes in producing branded pro-         NCC is also a part of the WPP
                                                                                    motional campaigns for wine, spir-      Group plc (NASDAQ:WPPGY),
                                                                                    its, food and non-alcohol beverages,    one of the world’s largest commu-
McGrath / Power PR                               MWW GROUP                          both domestically and international-    nications services group.
Continued from page 30                                                              ly. Expertise includes media promo-
                                            One Meadowlands Plaza
                                            East Rutherford, NJ 07073
                                                                                    tions and publicity, wine and spirits
                                                                                    trade and consumer tastings, retail        OGILVY PUBLIC
chain in Oregon and Southwest               201/507-9500                            and restaurant promotions, influ-           RELATIONS
Washington, and delivers                                                            encer marketing, and culinary edu-
                                                                                                                                WORLDWIDE
                                            www.mww.com
results                that      exceed                                             cation programs and conferences.
B u rg e r v i l l e ’s business goals.     Michael W. Kempner, Pres. & CEO
                                            Alissa Blate, EVP, Director of          Globally, the firm works with
As             a          result     of                                             regions and producers from Italy,       825 Eighth Avenue
                                            Consumer Marketing                                                              World Wide Plaza
M c G r a t h / P o w e r’s direction,      Alyssa Burns, VP                        Spain and France, including: Les
guest count has increased by                                                        Vins Georges Duboeuf, Consorzio         New York, NY 10019
nearly 15 percent and the com-                                                                                              212/880-5351
                                               MWW Group represents some            Brunello di Montalcino, Williams        barby.siegel@ogilvypr.com
pany has its highest profile in             of today’s most prolific food, bev-     & Humbert’s Dry Sack and Gran           www.ogilvypr.com
its 80-year history.                        erage, nutrition and restaurant         Duque de Alba and in 2008-2009
   McGrath/Power stands out                 brands. Our team has decades of         managed programs for Spain’s            Barby Siegel, Managing Director,
from the crowd by taking a                  experience with media relations,        wine regions of Navarra, Madrid         Global Consumer Marketing
business-based approach to                  product launches and marketing,         and Catalonia. The agency recently
delivering our clients’ m e s-              branding and re-branding, celebri-      worked with the Italian Trade              Ogilvy PR has deep and unparal-
sages that directly influence               ty endorsement, and experiential        Commission to present VINO              leled expertise in food and beverage.
their target audiences into tak-            marketing. We are able to expand        2009, the largest conference on         During a time of rapid lifestyle and
ing desired actions.                        media coverage beyond the food          Italian wines in the U.S, and was       health shifts in the category, we spe-
   Anyone can make a splash,                pages and into influential lifestyle    responsible for the national launch     cialize in creating dynamic and
but we measure our success                  outlets, creating lifestyle relevance   of 2008 Georges Duboeuf                 game-changing programs that
based on our clients’ success.              and developing emotional connec-        Beaujolais Nouveau. M. Young            impact consumer perceptions and
                                                                                    Communications serves as an advi-       drive bottom-line results. Our com-
                                                                                    sor to The Culinary Institute of        bination of research-based strategy,
                                                                                    America on strategic initiatives and    break through creativity, and flaw-
                                                                                    special programs and a PR consult-      less execution deliver meaningful
                                                                                    ant to wine importer W.J. Deutsch       media results, talkability and buzz,
                                                                                    & Sons, Ltd. and spirits importer       and product sales. In addition, we
                                                                                    Kindred Spirits USA.                    have a staff of seasoned communi-
                                                                                                                            cations professionals — including
                                                                                         NUTRITION +                        in-house food and nutrition experts
                                                                                                                            and a national network of RD con-
                                                                                          CULINARY                          sultants — that is in-tune with cur-
                                                                                        CONSULTANTS                         rent and future trends in food and
                                                                                                                            beverage. Our roster of food clients
                                                                                                                            includes Unilever (Lipton, Slim-
                                                                                    A WPP Company                           Fast, Knorr, Bertolli), Tropicana,
 Padilla Speer Beardsley helped client Jim Beam integrate                           589 8th Avenue, Suite 4                 Naked Juice, MaggieMoo’s Ice
 music, NA S C A R® and America’s troops during the                                 New York, NY 10018                      Cream and Treatery, Marble Slab
 Daytona 500 weekend at Beam Bash – a benefit concert                               212/329-6270 x 296
                                                                                                                            Creamery,               PretzelMaker,
 featuring country-rock supers t a rs Montgo m e ry Gentry                          www.culinarynutritionists.com
                                                                                                                            PretzelTime, Great American
 ( ab ove, during a pre-concert media event). A portion of                                                                  Cookie Company, Johnsonville
                                                                                    Chef Kyle Shadix, MS, RD, Director
 p roceeds went to Operation Homefront – wh i ch provides
                                                                                                                            Sausage and Produce for Better
 services to military families and veterans.                                          Nutrition        +       Culinary     Health Foundation.

32                                        MARCH 2009 • WWW.ODWYERPR.COM • ADVERTISING SECTION
                                                 Profiles of Food & Beverage PR Firms
                                              Peppercom is ranked among
   PADILLA SPEER                          the top 20 largest independent
                                          PR firms in the U.S. by
    BEARDSLEY                             O ’ D w y e r’s. Current and past
                                          clients include FreshDirect,
1101 W. River Pkwy.                         i
                                          W l b u r-Ellis Company, Malibu-
Minneapolis, MN 55415                     Kahlua         International, Dr.
612/455-1700                              P r a e g e r’s Sensible Foods,
www.psbpr.com                             Procter & Gamble’s Millstone
                                          C o ffee, and Diageo.
Tom Jollie, Senior VP, Consumer
Products
Tina Valek, Director, Food                  PIERSON GRANT
   Padilla Speer Beardsley is a full-             PR
service marketing communications
and public relations firm with            6301 NW 5th Way
offices in Minneapolis and New            Ft. Lauderdale, FL 33309
                                          954/776-1999
York. We launch new products,
                                          www.piersongrant.com                Warren Buffett kicked-off the introduction of the Dairy
reenergize brands, create social-                                             Queen Girl Scouts Thin Mint Cookie Blizzard® while
media campaigns and handle prod-          Maria Pierson, CEO                  offering financial tips to Girl Scouts at the same time.
uct recalls. We engage proven plan-       Jane Grant, President               Pierson Grant Public Re l at i o n s, based in Fort
ning methodologies that provide                                               Lauderdale with an office in Raleigh, N.C., is AOR for
insight, guide strategy and generate         Pierson Grant PR is a full-      International Dairy Queen. DQ is bringing back the fla-
measurable outcomes. Our award-           service agency serving a range      vor as the Blizzard of the Month in August of 2009.
winning programs have driven busi-        of national and regional restau-
ness results for clients nationally for   rant clients with strategic and     als.                                 keepers. We have developed
48 years.                                 tactical planning, media and           This knowledge of the latest      and executed innovative social
   Our experience includes work for       community relations, crisis         research and science in the          media programs to reach the key
Betty Crocker, Caribou Coffee,            communications, special events      health & nutrition arena enables     health & nutrition influencers
Cheerios, Cub Foods, Fiber One,           management and superior             us to deliver actionable con-        online, including blogging ini-
Frito-Lay, GE, Gold Medal Flour,          Internet-based PR.                  sumer and market insights and        tiatives for a global cheese
Golden Valley Microwave Foods,               Restaurant clients include:      practical health & lifestyle well-   brand and a new juice beverage
Jim Beam, Land O’Lakes, Lloyd’s           Dairy Queen, Benihana, Olive        ness benefits for brands and         for children.
Barbeque Company, The Malt-               Garden, Morton’s and Origin.        commodities.        PCI has an          The company        represents
O-Meal Company, Nature Valley,               The firm’s fresh thinking        unsurpassed understanding of         ARAMARK, Committee for
PepsiCo, Pillsbury, Progresso,            helps clients build brand identi-   media that cover food and nutri-     Promotion of Honey & Health,
SUPERVALU, Total and Trix.                ty, generates publicity for open-   tion news and trends. Our staff      Cranberry Institute, First Juice,
                                          ings and food and beverage          includes credentialed registered     Gourmet Garden Herbs &
      PEPPERCOM                           introductions, brings creativity    dietitians with on-air and edito-    Spices,     Presidents     Brand
                                          to special events and communi-      rial experience who can address      Cheese, Sorrento Brand Cheese,
470 Park Ave. South                       ty relations, and leverages the     the health & nutrition issues that   Tea Council of the USA,
New York, NY 10016                        power of the Internet market-       are top-of-mind for today’s edi-     Unilever Promise, Country
212/931-6100                              ing.                                tors and reporters — including       Crock & I Can’t Believe It’s Not
www.peppercom.com                                                             those who serve as trusted           Butter brands and the USA Rice
Steven Cody, Managing Partner                POLLOCK                          “watchdogs” for family gate-         Federation.
Edward Moed, Managing Partner
                                          COMMUNICATIONS
   Peppercom is a mid-sized
communications agency that                665 Broadway
                                          New York, NY 10012
specializes in developing strate-         212/941-1414
gic and creative PR programs              lpollock@pollock-pr.com
for food and beverage compa-
nies.                                     Louise Pollock, President
   In addition to PR campaigns,
services include a positioning               Pollock Communications, is
program to differentiate a client         an independent PR and market-
from its competitive set, a crisis        ing communications agency that
management program called                 o ffers cutting edge expertise
CrisisRx, Pain-Based Selling to           for food and beverage clients.
identify the gap between what             Founded in 1991, Pollock pio-
client sales forces think cus-            neered the functional food
tomers are thinking and what              movement, creating some of the
they actually are, and ways to            major food trends of the past 10
leverage existing partnerships or         years including making tea the
develop         new         ones.         healthy drink of the new millen-
PepperDigital and GreenPepper             nium and making chocolate a         Don Shula, “the winningest coach in football history,”
                                                                              on the set of a recent satellite media tour conducted
concentrate on digital and green          healthy indulgence. We know
                                                                              by Pollock Communications on behalf of their client
initiatives, respectively, while          how to capitalize on emerg i n g    Gourmet Garden Herbs & Spices. The tour yielded an
Peppercommotions focuses on               health and wellness trends in a     impressive number of interviews with segments on 26
events and leverages sponsor-             credible way, with media, con-      stations and over five million impressions.
ships.                                    sumers and health profession-


                                                              ADVERTISING • MARCH 2009 • WWW.ODWYERPR.COM                                       33
                                                  Profiles of Food & Beverage PR Firms
                                                                                  Martini on the Rock, the               fee among other categories.
                                                                                  $10,000       martini     at T h e        As well as being experienced
                                                                                  Algonquin Hotel that was cov-          communications professionals,
                                                                                  ered by over 400 broadcast seg-        the RF|Binder staff includes peo-
                                                                                  ments, including Letterman,            ple who have been trained and
                                                                                  Regis & Kelly and Good                 worked in the culinary arts and
                                                                                  Morning America. We also rep-          the wine industry, who have stud-
                                                                                  resent La Pergola in Rome,             ied health and nutrition and who
                                                                                  Italy, the first hotel restaurant in   worked as industry/security ana-
                                                                                  Italy to be awarded three stars        lysts in the food sector. We pro-
                                                                                  by the Michelin Guide; as well         mote products, but we also rou-
                                                                                  as Ithaa at Conrad Maldives            tinely deal with the most chal-
                                                                                  Rangali Island, an all-glass           lenging issues — recalls, label-
                                                                                  undersea restaurant which is the       ing, FDA approval, organics,
                                                                                  only one of its kind in the            ingredients, health and nutrition,
                                                                                  world. We have secured James           safety, and regulation.
 At a trade show in Philadelphia, Wally Amos and Rina                             Beard House and culinary event            Current and recent clients
 Brooke introduced the Snack ‘N Write Program, a new                              appearances for countless chefs.       include Atkins Nutritionals,
 product line of baked goods developed by Brooke to                                                                      ARAMARK/1st           &     Fresh
 meet most federally-mandated school wellness poli-
 cies. The Snack ‘N Write Pr ogram is a division of                                     RF I BINDER                      Catering, Bob Evans, Truvia™
                                                                                                                         natural sweetener for Carg i l l ,
 Rosica client Uncle Wally’s Muffin Company.
                                                                                        PARTNERS                         Chilean Specialty Foods, The
                                                                                                                         Culinary Trust, Dunkin’ Brands,
                                           that has made its mark in the                                                 The European Union (European
                                                                                  950 Third Ave., 7th Floor
   PUBLICIS                                food, wine + spirits, real estate
                                           and travel PR fields. We pro-
                                                                                  New York, NY 10022                     Rieslings), Miller Brewing
                                                                                  212/994-7600                           (Pilsner Urquel), The Pantry,
CONSULTANTS I PR                           duce results-oriented work that        www.rfbinder.com                       Reader’s Digest Association /
                                           is both strategic and creative.                                               Food & Entertaining Affinity,
424 2nd Avenue West                        Quinn & Co. secures consistent,        Amy Binder, CEO                        Tillen Farms, Wines of Chile,
Seattle, WA 98119                          strategy-driven and results-ori-       Frank Walton, President
                                                                                  Atalanta Rafferty, Executive
                                                                                                                         Wines of Germany, and Wines of
206/270-4664                               ented media attention for                                                     Israel.
publicisconsultants-pr.com                 clients. And, we work well in          Managing Director
                                           all mediums: print, broadcast,
                                                                                                                                ROSICA
Steve Bryant, EVP, USA                                                               The food and beverage indus-
Hannah Coan, EVP, Managing                 digital and direct-to-consumer
                                                                                  try today faces a multitude of
Director, Seattle                          social networking.
                                                                                  challenges, attacks and uncertain-         STRATEGIC PR
                                              Our innovative initiatives,         ties. Competition for the con-
   With offices in Seattle and New         which garner significant public-
York, Publicis Consultants | PR                                                   sumer is as strong as ever and         95 Route 17 South, Suite 109
                                           ity, are recognized among the          changes in consumer expecta-           Paramus, NJ 07652
serves Living Brands, including            media and within our industries.                                              201/843-5600
food, nutrition, wellness and home                                                tions and the grocery shopping
                                           Our unique approach has result-        experience also drive new chal-
brands, by engaging consumers and          ed in a number of industry                                                    641 Lexington Avenue
professionals through influence,                                                  lenges for the marketer. Nutrition
                                           “firsts” and earned us hundreds                                               New York, NY 10022
education and lifestyle marketing.                                                and dieting are a permanent            212/634-6370
                                           of awards through the years            dimension of food and beverage
   The agency employs two full-                                                                                          www.rosica.com
                                           including       two       HSMAI        marketing. Labeling regulation is      www.theauthenticbrand.com
time registered dietitians and hous-       (Hospitality       Sales      and
es the Publicis Culinary & Nutrition                                              changing how people shop. New
                                           Marketing            Association       scientific knowledge about nutri-      Chris Rosica, CEO
Center, an 1,800-sq. ft. facility com-     International) Best of Show
prised of test kitchens, a tasting                                                tion, combined with the national
                                           wins.                                  public health consequences, and           Established in 1980, Rosica
room, sensory evaluation suite and
                                              We have compelling success          social costs of poor eating habits     Strategic Public Relations has suc-
a food photography studio, as well
                                           stories. Chef and author Tony          is sparking litigation and public      cessfully established national
as the Nutritional Marketing
                                           Mantuano enjoyed feature               concern.                               brands and generated national,
Research Institute, an in-house
                                           placements for his new book               RF|Binder has worked in every       regional and local media coverage
research-based think tank.
                                           “Wine Bar Food” in O, The              aspect of food and beverage mar-       for its food and hospitality industry
   The food practice’s clients
                                           Oprah Magazine, Food & Wine,           keting and public relations from       clients.       Company          CEO
include major brands (Nestlé,
                                           Gourmet, Cigar A f i c i o n a d o ,   Dunkin’ Donuts to Cargill, from        Christopher Rosica’s background
WONKA, Stouff e r’s and Lean
                                           Wine Spectator, CBS Early              the 100th Anniversary of the Fig       and training as a chef, food safety
Cuisine), commodities (United
                                           Show and more as a result of           Newton to Wines of Chile and           expert, food writer and hotel man-
Soybean Board, QUALISOY,
                                           our work. We have been work-           Wines of Germany. RF|Binder            ager gives the agency further lever-
ZESPRI Kiwifruit), pet foods
                                           ing with Jim Lahey on the open-        brings market and industry             age in the industry.
(Purina), and kitchen products
                                           ing of Co., his new NYC restau-        insight, research-based and cre-          The Rosica agency put the
(Nespresso, Sodastream).
                                           rant; the foodie blogosphere and       ative programming, and access to       “fame” in Famous Amos
                                           traditional media have been eat-       the key influentials who shape         Chocolate Chip Cookies and intro-
      QUINN & CO.                          ing up the news. For Levy              public opinion. We provide the         duced various product lines for the
                                           Restaurants we secured more            wide array of services from con-       Uncle Wally’s Muffin Company as
520 8th Avenue, 21st floor                 than 250 TV spots in one week          sumer promotions, influencer           well as his new Chip & Cookie
New York NY 10018                          that led to a 400 percent              outreach, issues management and        product. Today, Uncle Wally’s
212/868-1900 x238                          increase in hot wing sales. We         trade relations to investor rela-      Muffin is the #1 branded in-store
www.quinnandco.com                         developed the Chief Beer               tions. Our staff has extensive         bakery muffin.
                                           O fficer (CBO) initiative for          experience in promoting prepared          Rosica conducted long-term PR
Danielle Pagano, Vice President,
                                           Four Points by Sheraton, after         foods, imported foods, ingredi-        campaigns for such clients as
Food, Wine + Spirits
                                           creating the first-ever beer som-      ents, supplements, grocers,            Eggland’s Best, MarieBelle Fine
  Quinn & Co. is an award-                 melier program for Four Points         restaurants, quick service restau-
winning public relations firm              Los Angeles LAX. We invented           rants, wine, beer, liquors, and cof-             Continued on page 36


34                                       MARCH 2009 • WWW.ODWYERPR.COM • ADVERTISING SECTION
                                             Profiles of Food & Beverage PR Firms
                                                                               and implementing a pure PR pro-
                                                                               gram, sampling event, mobile mar-
                                                                               keting tour, multi-city sponsorship                        TAYLOR
                                                                               opportunity or branding/positioning
                                                                               campaign, our team is prepared to               The Empire State Building
                                                                               embrace the challenge.                          350 Fifth Avenue, Suite 3800
                                                                                  Among the food and beverage                  New York, NY 10118
                                                                               companies we have championed are                212/714-1280
                                                                                                                               www.taylorpr.com
                                                                               a number of domestic and imported
                                                                               wines such as Tuscany’s Castello di             Tony Signore, CEO & Mng Partner
                                                                               Gabbiano and Australia’s number
                                                                               one wine, Wolf Blass (Foster’s Wine                Celebrating its 25th year, Taylor
                                                                               Estates Americas); Good Earth                   partners exclusively with category
                                                                               Organic Coffee (product launch);                leading consumer brands that utilize
                                                                               Eagle Snacks (product launch);                  lifestyle, sports, and entertainment
                                                                               Sweet ‘n Low (product and corpo-                platforms to achieve business build-
Taylor partners with category leading, iconic brands                           rate); Snapple (Snapple Classic                 ing goals.
such as Guinness to drive and support brand market-                            Black Teas product launch);                        Recognized as the leading
ing objectives. One of the many initiatives Taylor                             ModMix Organic Cocktail mix, the                lifestyle, sports and entertainment
spearheaded in 2008 was an integrated marketing                                first ever USDA-certified cocktail              public relations agency, Taylor has
communications campaign that sought to make St.                                mixer; Everpure, a leader in provid-            more than 100 employees with
Patrick’s Day an official holiday via a national move-                         ing quality water solutions to the              headquarters in New York and
ment titled Proposition 3-17.                                                  foodservice, vending, residential,              offices in Los Angeles, Chicago,
                                                                               RV, marine and aviation markets                 Charlotte and London. The agency
                                                                               (branding and PR), Seagram’s                    provides a full array of marketing
Rosica Strategic PR                   Ruder Finn West
                                      388 Market Street
                                                                               (event marketing) and Gerber (prod-
                                                                               uct and corporate).
                                                                                                                               communications services including:
Continued from page 34                San Francisco, CA 94111
                                                                                                                               proprietary research and competi-
                                      415/249-6763                                                                             tive intelligence, program planning
Chocolates, J.R. Watkins Spices       Lisa Novak, Executive VP
                                                                                      SCHNEIDER                                and development, strategic media
                                                                                                                               relations, Hispanic/multicultural
and Extracts and Keebler. They                                                        ASSOCIATES                               marketing communications, digital
have also represented several             The Food and Beverage industry                                                       and emerging media, measurement
supermarkets, including Stew          is constantly evolving. Although         Member of the Worldcom Public Relations Group   and evaluation, event production,
Leonard’s, Big Bear in Columbus       taste remains important, health ben-     2 Oliver Street, Ste. 901                       broadcast         production,      and
and West Virginia and Shop Rite       efits, functional foods, packaging       Boston,MA 02109                                 spokesperson procurement and
stores throughout New York State.     innovations and “green” products         617/536-3300
                                                                               Fax: 617/536-3180                               training.
   Rosica’s services include media    continue to be the media darlings.                                                          Taylor develops strategic market-
                                                                               launch@schneiderpr.com
relations, Internet marketing (i.e.   Our targets are no longer just food      www.schneiderpr.com                             ing communications programs for
social media, blogging, search        and wine editors and the trade press,                                                    category leading food and beverage
engine optimization and online        but also celebrity influencers, health                                                   brands, designed specifically to
reputation management), creative      and lifestyle reporters in consumer      Joan Schneider, President &
                                                                               Creative Director                               engage their target consumer and
media events, cause-related mar-      lifestyle magazines, broadcast out-                                                      create business impact. Partnering
                                                                               Julie Hall, Executive Vice
keting, media training and new        lets and core food, wine and enter-      President, Consumer Group                       with Diageo — the world’s leading
product introductions.                tainment bloggers.                       Phil Pennellatore, Executive                    premium drinks business — the
                                          Ruder Finn positions its food and    Vice President, Corporate Group                 agency has successfully launched
      RUDER FINN                      beverage expertise at the heart of our
                                      cross-office Life+Style specialty,
                                                                                                                               new products, reinvigorated iconic
                                                                                  Schneider Associates is a full               brands and sustained momentum in
Global Headquarters                   allowing us to tap not just our tradi-   service marketing communica-                    the marketplace for adult beverage
301 East 57th Street                  tional PR knowledge, but our con-        tions firm with experience in                   favorites such as Crown Royal, Jose
New York, NY 10022                    nection to celebrity chefs, master       consumer public relations, corpo-               Cuervo, Guinness, Smirnoff and
212/593-6400                          sommeliers and health and wellness       rate communications, B2B and                    CÎROC ultra premium vodka,
www.ruderfinn.com                     experts. Whether the task is creating    public affairs. We specialize in                among others. In addition to pro-
                                                                               Launch Public RelationsSM — a                   gram development and brand
                                                                               proprietary method of launching                 awareness for Diageo, the agency is
                                                                               products, services, companies                   charged with integrating a social
                                                                               and communities. Additional                     responsibility message throughout
                                                                               agency services include social                  all activities, highlighting the impor-
                                                                               media, messaging, media train-                  tance of making responsible deci-
                                                                               ing, special events, crisis com-                sions when drinking. Many Taylor
                                                                               munications and spokesperson                    programs executed on behalf of
                                                                               training.                                       Diageo in the U.S. have been imple-
                                                                                  Types of PR handled include:                 mented around the world.
                                                                               Consumer products, launch pub-                     For client partner Jenny Craig,
                                                                               lic relations, food & beverage,                 Taylor creates consumer-facing pro-
                                                                               social media, retail, public                    grams that leverage a team of
                                                                               affairs, corporate communica-                   celebrity spokespeople including
                                                                               tions, real estate and financial &              Valerie Bertinelli, Queen Latifah,
                                                                               professional services.                          Phylicia Rashad and Baron Davis.
“Gorgeously Green” author and eco-consultant of the                               Clients Include: Baskin-                     Taylor’s efforts focus on the brand’s
stars Sophie Uliano takes the Good Earth Coffee                                Robbins®, Bertucci’s Brick Oven                 comprehensive weight management
“Brew at Home” pledge at the Ruder Finn client’s
Good Earth media breakfast in September.
                                                                               Ristorante® and New England                     program that applies a Food-Body-
                                                                               Confectionery Co. (NECCO®).                     Mind approach to losing weight.


36                                MARCH 2009 • WWW.ODWYERPR.COM • ADVERTISING SECTION
                                                 Profiles of Food & Beverage PR Firms
                                                                                   312/755-6200                                Established      in     1992,
                                                                                   www.wheatleytimmons.com                  WordHampton Public Relations
                                                                                   Blog: brandtrailblazers.com/blog         is the #1 F&B agency on Long
                                                                                                                            Island, New York. Our mission is
                                                                                   Robert Wheatley, CEO
                                                                                   Rich Timmons, President
                                                                                                                            to build client reputations and
                                                                                   Kerri Erb, Senior ViP, Dir. of           revenues through strategic and
                                                                                   Media Services                           creative thinking, deep media
                                                                                   Mary Clare Middleton, VP, Dir.           relationships and partnering. We
                                                                                   of Consumer Brands                       represent signature hospitality
                                                                                   Krista Cortese, Associate                and lifestyle businesses. Clients
                                                                                   Director, Media Services                 have included hundreds of
                                                                                      Wheatley & Timmons is the lead-       restaurants, national franchises
                                                                                   ing public relations firm focused on     and beverages launching in the
                                                                                   merging brand strategy develop-          region, including the Hamptons
                                                                                                                            luxury market, and Long Island
 h
W e atley & Timmons launched a new Artisan Blend prod-                             ment with top-level strategic public
                                                                                                                            Wine Country vineyards.
uct for Sargento in conjunction with a sponsorship at the                          relations and marketing communi-
South Beach Food & Wine Festival in Miami. Celebrity Chef                          cations expertise.                          As creators of Hamptons and
Michelle Bernstein showed how to use the new six-cheese                               Our agency is devoted entirely to     Long Island Restaurant Weeks,
Mexican blend as part of a 30-city live satellite media tour.                      building CPG brands and business-        we have generated millions of
                                                                                   es. We specialize in launching new       dollars in revenue and national
                                                                                   products, creating new categories        attention for participating busi-
                                          Shandwick has proven expertise in                                                 nesses. Awards: 2008 PRSA Big
                                                                                   and reinvigorating mature brands.
      TREVELINO /                         nutrition communications, con-
                                          sumer education, food policy,               We help businesses like Sargento      Apple Award, 2007 PRSA
                                                                                                                            Bronze Anvil, 2007 MarCom
        KELLER                            health influencer outreach, alliance     Cheese, Corona Beer, Nature’s
                                                                                   Variety pet foods and Thermos            Award, 2007 Communicator
                                          building, issues management and                                                   Award, 2006 Sabre.
                                          crisis counseling.                       brand become Trailblazers in their
King Plow Arts Center                                                                                                          Imaginative.     Accountable.
949 W. Marietta Street, X-106                The agency’s experience ranges        categories.
                                                                                   You can observe our ideas at work        Spirited. WordHampton.
Atlanta, GA 30318                         from crafting nutrition messages
404/214- 0722                             and leveraging scientific research to    including videos on line.
www.trevelinokeller. com                  food safety and sustainability.             To help guide our approach, we            ZENO GROUP
Blog: www.juxtaposedblog.com              Weber Shandwick has a unique             created the Trailblazer™ planning
                                          expertise in creating nutrition-relat-   module to help build a powerful,
   Trevelino/Keller specializes in                                                 engaging bridge between brands           Wholly-owned by DJE, Inc.
                                          ed education campaigns, from obe-                                                 444 N. Michigan Ave., Suite 600
working with emerging and estab-          sity and heart disease prevention to     and those most likely to buy. We         Chicago, IL 60611
lished concepts looking to create a       youth fitness and health promotion.      e n e rgize client businesses with       312/396-9700
national footprint. The firm has             Weber Shandwick’s food and            Trailblazer brand strategies that can    312/396-9711
extensive experience in food, bever-      nutrition practice is staffed by some    help category leaders and followers      Fax: 312/222-1561
age and restaurant franchising.           of the industry’s most strategic sen-    compete more effectively. Through        sarah.rosanova@zenogroup.com
   Dean Trevelino, a speaker at the       ior counselors, including registered     key insights about consumer pas-         www.zenogroup.com
2008       National      Restaurant       dietitians, food scientists, former      sions and behaviors we help clients
Association Conference on “How to                                                  forge authentic, trustworthy rela-       Sarah Rosanova, Account
                                          and current journalists and trained                                               Supervisor
Score Customers at the Local              chefs. Weber Shandwick has a pro-        tionships with their most passionate
Level,” leads a food and beverage         prietary network of health and nutri-    users. We translate that strategic          Food for Thought: Why
practice that currently represents        tion professionals across the coun-      compass into intrusive brand stories     ZENO GROUP?
seven regional and national restau-       try that is deployed on behalf of        communicated through top national           Steeped in food and nutrition
rant concepts.                            numerous clients.                        editorial media, creative Web and        expertise, ZENO GROUP’s
   The firm’s expertise includes                                                   social media outreach, strategic         communications strategists have
national and local media relations,          Weber Shandwick works with            events and brand sponsored experi-
                                          many of the world’s leading food                                                  been tapped by some of the
social media, executive visibility,                                                ences. To see the Trailblazer            world’s leading food, beverage
concept strategy and positioning,         and beverage companies, brands           approach at work, watch our cam-
                                          and      associations,      including                                             and nutrition companies to dif-
and crisis communications. In 2009,                                                paign for the Cocktails-by-Jenn          ferentiate products and build
the firm will be releasing its first      Campbell Soup Company, Kraft             cocktail brand — a program found-
                                          Foods, McCormick, Ocean Spray,                                                    businesses.
wine, a Grist Vineyard Zinfandel                                                   ed in consumer insight research, and        You’re in good company:
from Crushpad. Salute!                    Yum!, Unilever, the Corn Refiners        followed with a unique, creative
                                          Association and the Cherry                                                        ZENO has represented suppliers,
                                                                                   strategy to make Jenn the beverage       purveyors, manufacturers, food
                                          Marketing Institute. The agency
        WEBER                             leads strategic integrated communi-
                                                                                   of choice for girl’s night out and gal
                                                                                   pal adventures. wtcast.net/jenn
                                                                                                                            service companies, retailers and
      SHANDWICK                           cations for category marketing pro-                                               commodities groups.
                                                                                      Can we help make your brand a            The right team for the right
                                          grams such as the Milk Mustache          Trailblazer?
                                          “got milk?” campaign and “Pork.                                                   job. Our right teams approach
676 North St. Clair, Suite 1000                                                                                             puts our top business-to-busi-
                                          The Other White Meat,” as well as
Chicago, IL 60611
312/988-2300                              for branded products and programs,        WORDHAMPTON                             ness, consumer marketing and
                                                                                                                            policy communications experts
www.webershandwick.com                    including the launches of the Oreo
                                          Double Stuf Racing League and
                                                                                   PUBLIC RELATIONS                         to work for you.
Gail Heimann, Vice Chair                  creating the first-ever “face from                                                   Brand positioning, Product
Cathy Calhoun, Pres., N. America                                                   512 Three Mile Harbor Road               launches; Integrated campaigns,
                                          space” for Kentucky Fried Chicken.       East Hampton, NY 11937
Janet Helm, MS, RD, Dir. of Food &                                                                                          B2B             communications,
                                                                                   631/329-0050
                                               WHEATLY &
Nutrition                                                                                                                   Influencer marketing, Issues
                                                                                   Fax: 631/267-1077
                                                                                                                            management, Crisis communica-
                                              TIMMONS, INC.
                                                                                   www.wordhampton.com
   Weber Shandwick is immersed                                                                                              tions     (including    recalls),
in the food business from farm to                                                  Steve Haweeli, President                 Corporate social responsibility.
fork, with clients representing every     737 North Michigan Ave., 22nd Flr.       Nicole Starr Castillo, Exec. VP             Zeno Group. Moving Minds.
part of the food pyramid. Weber           Chicago, IL 60611                        Suzee Foster, Account Director           Moving Markets. 


38                                      MARCH 2009 • WWW.ODWYERPR.COM • ADVERTISING SECTION

				
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