BOSTON Mullen has added the American Bakers Association and the North American Millers Association to its public relations roster for a consumer education campaign focused on the healthy aspects of bread and other grain-based foods, the agency said.
The shop will help shape "a campaign that addresses not just the immediate diet debate, but also lays the foundation for a long-term, integrated communications program," said Sheila Leyne, executive vice president and director of PR at Wenham, Mass.-based Mullen, a unit of the Interpublic Group.
"We are eager to engage the American public in a thoughtful dialogue about maintaining long-term health and well being, while enjoying the foods we love," said Betsy Faga, president of NAMA, in a statement.
Initial work includes strategic research conducted with the Wirthlin Worldwide, a consulting company in Washington, D.C. The budget was not disclosed.
—Adweek staff report