Upshot Named Agency of Record for Wholesome Sweeteners and Candy

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Agency will lead brand strategy, creative development and execution, digital initiatives and shopper marketing as well as media planning and buying.

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Upshot is an integral partner in enabling us to build awareness and education in a crowded and sometimes confusing retail landscape.

Wholesome®, North America’s leading Fair Trade, non-GMO, Organic candy and sweetener company has hired Upshot as their agency of record for their portfolio of brands, including Wholesome® sweeteners (sugar, molasses, syrup, stevia and honey) and Wholesome® candy, including DelishFish and allergy-friendly Surf Sweets®.

The agency has been tasked with creating holistic marketing to help these brands achieve their full potential in the marketplace. The scope includes brand strategy, creative development and execution, digital initiatives and shopper marketing as well as media planning and buying.

“We’re very excited to work with Wholesome®,” said Brian Kristofek, President & CEO of Upshot. “Their better-for-you positioning really inspired our team, which I’m confident will shine through in the work.”

“At Wholesome®, our vision is to provide mindful choices to fit our consumer’s dynamic lifestyle. Our aim is to break the compromise they have had to make so far between great, real taste and better-for-you options. Upshot is an integral partner in enabling us to build awareness and education in a crowded and sometimes confusing retail landscape,” said Olu Beck, CEO at Wholesome®.

“Upshot’s seamless marketing approach really resonated with us,” said Bobby Patton, Vice President of Marketing at Wholesome®. “And their capability focus on marketing that flows through digital, social, mobile and in-store environments is exactly what we need to connect with our consumers.”

Upshot’s partnership with Wholesome® has already kicked off. The first new campaign will hit the market during the important Halloween season.

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About Upshot
Upshot (Upshot.Agency) is a Chicago-based marketing agency with about 170 people. The agency was founded in 1994 and became part of the Advantage Solutions family in 2016. Upshot delivers bold brand ideas the way consumers experience the world—seamlessly. They specialize in total brand engagement, brand initiatives and shopper marketing with creative that flows through digital, social, mobile and in-store environments. Upshot partners with world-class brands like Starbucks, Google, Corona, Procter & Gamble and Scotts Miracle-Gro, to name a few.

About Wholesome
The Wholesome® brand is North America’s leader in Fair Trade, Organic and Non-GMO sugars, molasses, syrups, stevia and honeys. Wholesome® has been committed to Fair Trade, non-GMO, organics and staying on the cutting edge of eco-friendly agriculture since its founding in 2001. The company produces candy under the brand names Wholesome® and Surf Sweets®, its allergy-friendly brand. For more information, visit WholesomeSweet.com or contact Customer Service: 1(800) 680-1896 or CS(at)WholesomeSweet(dot)com

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Kristie Ritchie
Upshot, Inc.
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