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Pulse Canada hires Crave Public Relations
By Adnews Staff
Pulse Canada of Saskatoon has retained Crave Public Relations of Toronto as its PR agency of record. The firm will handle the Canadian launch of the organization's "International Year of Pulses" campaign, which will promote the consumption of beans, peas, chickpeas and lentils. The campaign will feature chef Michael Smith as a spokesperson and will focus on the health benefits, nutritional value and environmental sustainability of these foods. Pulse Canada is a national association of growers, traders and processors of Canadian pulse crops.
"Crave PR was hired for their ability to tell a compelling story that resonates with media, for their proven track record in food PR, and for their relationships with media, bloggers, dietitians, culinary influencers and tastemakers," said Courtney Hirota, director of strategic communications at Pulse Canada.