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Liquid Nutrition Taps Formula as it Enters U.S.

TORONTO: Liquid Nutrition, a Canadian company that sells fresh juices and smoothies, has selected Formula PR as its AOR as it enters the US market this year.

The company selected Formula following a review that started with 10 agencies and was narrowed to five finalists, said Glenn Young, president and CEO of Liquid Nutrition. He declined to name the other firms in the pitch process.

Young said Liquid Nutrition chose Formula for the one-year contract because it understood the brand and its long- and short-term objectives. He declined to specify the budget, but said it is six figures.

Young said the company began advertising its US franchises in January, and it plans to open its first corporate-owned store in New York in September. The brand expects to launch 70 franchised US stores this year.

“We're spending upwards of $500,000 on traditional [advertising] to promote the franchise opportunity, but…we have a strong communications platform that will build on that,” he explained.

Initially, Formula is tasked with handling b-to-b communications and generating awareness about the franchises, said Young. Once stores open, the agency will focus on consumer PR and event execution.

With a team of four staffers working on the account, Formula president Michael Olguin said the firm will reach out to business press and work with the company's executives on thought leadership.

Following three store grand openings in New York, Miami, and Los Angeles, Formula will engage food and nutrition media and bloggers. The firm will also promote the company's celebrity investment partners, including Los Angeles Lakers guard Steve Nash and New York Yankees catcher Russell Martin, added Olguin.

“For us, our job is really to leverage [Liquid Nutrition's] success of what they've done in Canada in the US,” he explained.

Formula's other food and beverage clients include whole grain snack company Popcorn, Indiana, Mediterranean-inspired restaurant chain Zoës Kitchen, and Canadian Pan-Asian quick service restaurant Wok Box.

Liquid Nutrition works with consultant Freda Colbourne in Canada.

This story was updated on March 6 to correct the name of the firm Liquid Nutrition works with in Canada. It works with Freda Colbourne in Canada.

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