ATLANTA The Sugar Association, a group of companies involved in the $8 billion U.S. sugar industry, said it would launch a multimillion-dollar marketing effort during the second quarter to help "reverse the impact of sugar bashing brought on by the low-carb craze" and manufacturers of artificial sweeteners.
The television, radio and print campaign is being produced by independent Marriner Marketing Communications of Columbia, Md. Ads will promote the natural benefits of sugar and will appear in markets concentrated in the nation's heartland.
Marriner won the account in November after a review that included Grey in New York, Ketchum of San Francisco and Global Communicators in Washington, D.C. Annual billings were not disclosed.
"We are confident that our selection of Marriner will help us to reverse the impact of sugar bashing brought on by the low-carb craze and fueled by manufacturers of artificial sweeteners," Andy Briscoe, president and CEO of the Washington-based Sugar Association, said in a statement. "In this review process, Marriner demonstrated their ability to quickly assess our market situation and develop strategic solutions that permeate their work."
Marriner also handles the U.S. Tuna Foundation, an umbrella group made up of StarKist Foods, Bumble Bee Seafood and Chicken of the Sea, as well as numerous smaller brands.
—with Brandweek staff report