Lassonde has selected Christopher Thomas Associates here to handle the U.S. introduction of its Rougemont and Fruite juice brands.
The company held a review of more than 20 agencies, eventually inviting three finalists to make presentations at its offices in Montreal. Agency president Diane Arnold estimated billings in the seven figure range.
Initial marketing plans call for free-standing inserts in Sunday newspapers, product sampling at the Boston Marathon this spring and a radio campaign with promotional tie-ins, Arnold said. The ads will target 7-17-year-olds and their moms.
A point of differentiation between Lassonde and more entrenched competitors VeryFine and Ocean Spray is that the Canadian company discloses the juice content of its brands.