Pavone Launches Food-Focused Agency quench

Screen Shot 2014-03-05 at 7.58.41 AMIn another move marking an industry trend toward specialization, Pennsylvania’s Pavone has created a separate agency to handle food and beverage clients called quench.

The agency, whose portfolio has long included various food and beverage clients, based the decision on experience gained through its annual Food Trends Report, which details changes in consumer behavior, marketing and related data in the consumer packaged goods sector. quench will now produce and distribute this report.

Pavone founder and CEO Michael Pavone will also serve as CEO of quench, and the new announcement coincides with the addition of several new clients including StarKist®, Jarlsberg cheese, Rothbury Farms, Dr. McGillicuddy’s and Firefly Distillery, which will join other one-time Pavone clients on the quench roster.

Pavone explained his approach to serving a rapidly changing industry:

“The old way to market CPG was to target Boomer moms with traditional vehicles and present the time-worn problem/solution of what’s for dinner. But with the new food and beverage consumer, there’s been a dramatic shift that dictates new forms of brand transparency, authenticity, lifestyle relevancy and, of course, media. We’re all over that.
With food and beverage brands experimenting with every conceivable emergent medium from Snapchat to GoogleGlass, we knew it was time to focus on the vertical’s need to tell a new kind of narrative.”

The new agency will target “Anything related to food and beverages…from well-known packaged goods and spirits to clients in the restaurant and commodity categories as well.”

While quench has yet to make related staffing announcements, Pavone says that his team is “…reviewing staffing and will shift, add and adjust as business demands.”

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.