FWV ADDS CHEF ROBERT IRVINE’S FITCRUNCH® BRAND TO FOOD & BEVERAGE SPECIALTY PRACTICE
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Agency to lead media relations, influencer marketing and consumer activation services for growing line of protein snacks
RALEIGH, N.C. (Sept. 3, 2024) – French/West/Vaughan (FWV), one of the nation’s largest independently held PR, advertising and digital media agencies, today announced it has been selected as the public relations agency of record for FITCRUNCH®, the protein snack brand created by renowned chef, restaurateur and television personality Robert Irvine.
FWV will manage and execute comprehensive media relations, influencer marketing and consumer activation services designed to create awareness and demand for FITCRUNCH products, which are available nationwide through grocery, big box, buyers club and Amazon retail channels.
“We selected French/West/Vaughan for its reputation as one of the top consumer lifestyle marketing agencies in the country,” said Dave Plowden, vice president of marketing for FITCRUNCH. “The FITCRUNCH brand and Chef Robert Irvine are known for innovation and bringing a bold, energetic spirit to everything we do, and FWV understands how to harness that story and build relationships with consumers.”
FITCRUNCH offers baked protein bars, wafer bars, dipped brownies and other products that deliver a “best of both worlds” experience – a decadent taste that consumers want combined with something they can feel good about eating. The brand has established a leadership position in the market with a range of convenient, protein-rich, best-in-taste snacks that “fit” busy family and consumer lifestyles.
“Robert has built an impressive personal brand through his various endeavors, and FITCRUNCH is a particularly impressive one within the portfolio,” said FWV Chairman & CEO Rick French. “We are honored to work with FITCRUNCH and Irvine to drive awareness for the brand, as well as the important causes they support.”
FWV will utilize Irvine in select appearances and media opportunities. An accomplished entrepreneur and philanthropist, Irvine is a British Royal Navy veteran, fitness authority and host of the popular Food Network show, “Restaurant: Impossible.” He is also the founder of the Robert Irvine Foundation, dedicated to supporting the mental and physical well-being of military service members, veterans, first responders and their families.