Maja Pawinska Sims 24 Apr 2020 // 2:48PM GMT
LONDON — Nut butter producer Meridian Foods has chosen Don’t Cry Wolf as its UK consumer public relations agency.
Don’t Cry Wolf will be managing Meridian’s press office and developing consumer campaigns. It will also work with Meridian’s charity partner, International Animal Rescue, to educate consumers about the deforestation caused by the production and consumption of palm oil, which the company does not use in its products.
The agency team will be led by managing director Sara Collinge and founder and CEO John Brown. Collinge said: “As someone who uses nut butters as a condiment rather than a spread I couldn’t be more delighted. We loved the team at Meridian as soon as we walked into our first meeting. We’re also humbled by the opportunity to be able to work on important campaigns that are driven by a genuinely-held brand purpose.”
Meridian head of marketing Sue McIntosh added: “Don’t Cry Wolf’s energy and enthusiasm shone from the beginning. We were bowled over by their creativity and team dynamic and I don’t think we’ve ever laughed so much during a pitch process. Together we have the potential to share Meridian’s nut butters with the world and crack the education and awareness gap around palm oil consumption. We can’t wait to get cracking.”
The company joins other consumer brands such as Elvie and Flight Club on Don’t Cry Wolf’s client roster.