Buy California Marketing Agreement retains Argyle Communications
By Adnews Staff
The Buy California Marketing Agreement has appointed Toronto-based Argyle Communications its public relations agency of record. The organization is an industry program that works to increase the consumption of California-grown agricultural products. The agency will conduct a national branding and consumer awareness campaign intended to promote these products in Canada. The campaign, called "Experience California," will include media relations, trade advertising and a consumer promotion focused on Californian recipes and food trends. In addition, in-store activities will take place at Longo's and Colemans stores, as well as other Canadian supermarkets. "Argyle came highly recommended for knowledge of the food industry and excellent relationships with the media across Canada," said Chris Zanobini, chairman of the agreement. "We were also impressed with the Argyle team's ability to understand the issues that are critical to California, and their fresh, creative and strategic approach to communications."