NEW YORK—M Booth has added two food clients to its roster: Vega, recently acquired by WhiteWave Foods and a leader in plant-based natural health and performance products; and House Foods America, one of the largest makers of tofu in the US. The new brands broaden M Booth's food portfolio, which includes noosa yoghurt and HP Hood Dairy. M Booth will spearhead strategic planning, media and influencer outreach, consumer activation, and events for the two new clients.

CHICAGO—Fresh Thyme Farmers Markets has named Zapwater Communications as its public relations agency of record.  Zapwater began working with the organic grocery retailer in late December and will help grow the chain’s regional footprint throughout 2016. The firm will provide media relations, influencer outreach, social media and marketing communications support and assist in promoting the chain’s 20-plus store openings planned for 2016.

PLYMOUTH, MA—Hollywood Public Relations, a PR and communications firm specializing in consumer products and business services, has added new clients including: NorthPage, a leading digital marketing intelligence company;, a board recruitment network; and HBX, a digital learning initiative from Harvard Business School.

NEW YORK—Nancy J Friedman Public Relations has been named the agency of record for Proper Hotels in Los Angeles, California and The Plymouth Hotel in Miami Beach, Florida. The agency will launch Proper Hotels’ inaugural property, Hollywood Proper Residences, and will also manage the debut of The Plymouth, a boutique hotel located in the heart of Miami Beach.

LOS ANGELES—Haufe, a leading provider of tailored talent solutions for global companies, has tapped the PR division of Anthemic, a full-service global creative agency, as agency of record. Anthemic will be working with the Haufe as it expands its US footprint.

NEW YORK—Magrino has added Barton & Gray Mariners Club, which offer members unlimited access to a fleet of crewed Hinckley yachts in ports and destinations throughout the Eastern seaboard. 

SANTA MONICA, CA—Castillo & Ruig Communications, an agency specializing in global luxury hospitality and real estate, has been appointed to lead the strategic public relations campaign for Banyan Tree Hotels & Resorts in the Unites States and Canada.

NEW YORK—Stephanie Gotch PR has been selected to represent Overthrow NYC, an underground boxing gym.

COSTA MESA, CA—Driven Public Relations has formed a strategic partnership with StockPKG, a leading distributor of business supply products, packaging solutions and business consulting services.