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Dr. Praeger’s, one of the granddads in the plant-based food space, has picked an emerging agency with Hollywood ties to lead its advertising efforts.
The pioneering legacy brand has chosen Wheelhouse Labs, the marketing arm of a multi-tentacled media company owned by entrepreneur Brent Montgomery and comedian-TV host Jimmy Kimmel, as its AOR. Wheelhouse won the business late last year after competing head-to-head with another “top-tier” agency, which the brand wouldn’t name, and is now launching its first campaign under the tagline, “Great taste, simplified.”
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