CHICAGO –  Golin has grown its portfolio of Ferrara brands by adding Nerds candy to its roster following a competitive pitch.

The IPG firm started working with Ferrara in early 2019, working with Black Forest, SweetTarts, Trolli, Laffy Taffy, Brach’s, and Seasonal Candy products, as well as Keebler Cookies. By adding Nerds, Ferrara hopes for more efficiency and consistency across these brands. 

The remit includes Golin working with the larger Ferrara brand public relations team to "execute buzzworthy activations throughout 2020 to help drive top-of-mind awareness and relevance for Nerds to increase brand consideration," according to a statement. 

“Golin demonstrated the unique and important role that public relations can play in building consideration for Nerds in a way that will excite our target audience,” said Katie Duffy, Vice President of Nerds at Ferrara. “Not only are we energized to partner with Golin to bring our brand campaign to life, but they exhibited true passion and a solid understanding of our vision, making them a strong extension of our team.”

 

Other factors that led to the decision included "Ferrara’s appetite for innovative and experiential PR ideas that drive relevance, mixed with Golin’s strategic thinking and overall team chemistry."

The agency will focus on elevating top-of-mind awareness and increased consumer consideration during the Nerds back-to-school program. Throughout 2020, the agency/brand partnership will also focus on leveraging experiential partnerships, building retail connections and enhancing amplification of brand efficacy through in-store, digital and social activations.

The RFP was issued in November, Golin won the business the following month and officially started work in January. The business is serviced from Golin's Chicago headquarters.

In 2018, Ferrara Candy's Italy-based parent company Ferrero Group completed its purchase of Nestlé’s US confectionery business, including more than 20 of its brands. Last year, the company bought Kellogg's cookie and fruit snack business in $1.3m deal that included Keebler.