The agency will work to raise awareness of the benefits of PureCircle’s products, said Jamie King, co-president of the agency.
“At the crux is really creating and building a broader consumer awareness and appreciation for stevia and the multiple benefits it provides,” King explained. Stevia plants, used to make sugar substitutes, are better known as sweetleaf.
Euro’s work will include consumer-facing and business-to-business initiatives. A goal is to raise food manufacturers’ interest in using stevia in their food and beverages.
King added that the companies are finalizing their plans, but they will use traditional, digital and direct channels.
PureCircle distributed an RFP in the fourth quarter of last year. The deal was signed at the beginning of this month, King said. He declined to specify the budget.
There was no previous AOR. Previously, PureCircle worked with London agency Still Waters Run Deep on a campaign basis.
PureCircle also announced March 31 that it named Ketchum its PR AOR.
“The teams have demonstrated a clear understanding of our target audiences and have already generated strategic ideas and marketing plans that will help us further partner with our customers, to accelerate the mainstreaming of [our] products,” Jason Hecker, group marketing director of PureCircle, said in a statement
A PureCircle representative wasn’t available for comment.