Annie's Selects Trion

Trion Communications, the venture created when Josh Fenton joined McMahon Preston Communications, has picked up its first national account.

The Providence, R.I., shop last week added advertising chores for Annie’s Homegrown, a Wakefield, Mass.-based producer of organic food products.

Trion is the client’s first lead agency; previous marketing had been done through freelancers or shops on a project basis. Spending was not disclosed.

Trion will craft Annie’s print and radio ads to promote the brand as an organic alternative to brands such as Kraft. Print will run in parenting publications. The shop will also handle public relations.

Fenton, a partner in the 15-person shop, wants to expand Annie’s market beyond its base of college students and build awareness of the brand among young families.

“The challenge is to spark trials,” said Fenton. “Once people try it, they love it.”

Trion will also create a cause-based campaign for the client, which is involved in various educational and environmental issues.

There was no review for the business; rather, the client tapped Trion following overtures from Fenton, who has worked on food accounts before. He helped set strategy for New England Coffee while at RDW Group and he worked on Lindt & Sprungli USA with Leonard/Monahan.

Fenton joined David and Frank McMahon and David Preston earlier this year at McMahon Preston, and the agency quickly changed its name to Trion. The agency also works with Duke Energy, Verizon Wireless, National Grid and Walgreens.