Naturally Fresh selects BrightWave for e-mail AOR

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Naturally Fresh, a manufacturer of salad dressings and sauces, has selected BrightWave Marketing as its first e-mail marketing agency of record.

Under the terms of the partnership, BrightWave Marketing will develop and manage Naturally Fresh's e-mail marketing efforts.

“Our goal behind the entire program is to have more open communication with our end consumers,” said David Federico, marketing manager at Naturally Fresh. “We are marketing to stores to get products picked up, and to the end consumer to make sure that they are going into the stores and buying our products.”

BrightWave will begin by building a customer newsletter preference center. In addition, the two firms will collaborate to develop e-mail communications. The idea is to increase brand awareness.

Naturally Fresh will target consumers, who can purchase the products in grocery stores, as well as food service distributors and grocery wholesalers.

To promote the new e-mail program, Naturally Fresh is doing a search marketing campaign to drive traffic back to the Web site, where consumers can opt-in to the e-mail list. Consumers often end up on the site after searching for recipes, and the site includes multiple uses for the Naturally Fresh dressing beyond just salad dressing. Naturally Fresh is also letting consumers opt-in to the e-mail list via their Facebook fan page.

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