Summit Hill Foods, makers of consumer flavor products including Better Than Bouillon and Louisiana Hot Sauce brands, has named Curiosity its media agency of record. Under the new relationship, Curiosity will manage all above-line media strategy, planning and buying, along with strategic partnerships. The agency will work across Summit Hill’s full product portfolio with an initial focus on its Better Than Bouillon and Louisiana Hot Sauce brands.
Curiosity won the media business without a formal review. Media was formerly handled by fellow Cincinnati agency Empower, while creative duties, which were not up for review, remain with Blackbird NYC.
“Moving our media business to Curiosity wasn’t just about their capabilities and experience. It was also about their culture and values, both of which were so deeply aligned with our own,” Brad Olsen, vp of marketing at Summit Hill Foods, said in a statement. “We’ll be ramping up marketing efforts across a number of our flagship brands throughout 2022, diving more heavily into a mix of national TV and unique influencer partnerships. Curiosity is the perfect partner to help bring these initiatives to fruition.”
Ashley Walters, partner and chief development officer at Curiosity, added in a statement: “The brands within the Summit Hill Foods portfolio are the secret ingredient in so many family recipes. We’re ready to unleash the secret while also bringing some truly unique product integrations into the media mix.”