BOSTON Mason Inc. said it has been hired by R.C. Bigelow, a specialty tea maker and owner of the Charleston Tea Plantation, for public relations services.
Mason will support initiatives for the Bigelow tea line, as well as provide media relations, event management, product launch support and strategic consulting as the company continues to introduce new products and opens its South Carolina plantation to the public. (The facility is the nation's only working tea plantation.)
"We selected Mason because of their strong food industry experience and proven results in handling location openings for companies," said David Bigelow, co-chairman of the Fairfield, Conn.-based client.
The win is important for Mason because the tea segment is booming (from $2 billion in 1990 sales to $6 billion last year), and analysts are anticipating continued industry growth aided by the increase in specialty teas such as those that Bigelow produces, the agency said.
Mason won the business after a review of Connecticut shops. The PR budget was not disclosed.
Founded in 1945, Bigelow began with Constant Comment and now offers more than 50 varieties of flavored, traditional, green, herbal, decaffeinated and iced teas.
Independent Mason in Bethany, Conn., also works for Bruegger's, Anthem Blue Cross and Resolute Partners, among other clients.
—Adweek staff report