Truvía, maker of the #1 natural sugar substitute in the U.S., has named Carmichael Lynch and Spong as the integrated agencies of record (AORs) for the brand. The agencies will develop work that encompasses brand planning, advertising, public relations, social engagement and digital content.
“Carmichael Lynch and Spong’s seamless integration and truly differentiating creative campaign ideas make them the perfect partners to take Truvía to the next level,” said A.J. Aumock, Truvía global marketing leader. “We’re looking forward to working together to let the world know that life with less sugar is just as sweet.”
The agencies were chosen through a competitive pitch process that focused on the launch of Truvía’s newest product called Truvía Nectar. The company also highlighted the agencies’ insight-led strategy and creative, integrated ideas that pushed the brand into evolving territories, along with their deep food and beverage expertise as a reason for selecting them as combined AORs.
“We have a history of helping category leaders defend and evolve their positions, and we are looking forward to putting that to work for Truvía,” said Carmichael Lynch President Marcus Fischer.
“We’re ready to tell the story of how sweetness with fewer calories can be enjoyed,” said Julie Batliner, president of Spong. “We look forward to working with Carmichael Lynch to provide best-in-class integrated capabilities and truly one-of-a-kind work for our new client.” Carmicheal Lynch and Spong’s work will begin immediately.