EP+Co Wins Rich Products Portfolio as the Creative AOR

Interpublic Group’s EP+Co has been named creative agency of record across all six of Rich Products Corporation's consumer brands, including SeaPak, Farm Rich, f’real, Christie Cookie Co. and Morey’s Fresh Fish & Seafood. The appointment follows a competitive review process that began in December 2023 and was led internally. It required EP+Co to pitch three of Rich’s brands at once. “We have no doubt that we were up against some tough competition, as the field started with more than two dozen agencies, but we felt an undeniable connection with the client team from the first conversation. And because they were looking for a long-term partner — this went a long way,” Kat Shafer, chief client officer at EP+Co, told ADWEEK. Shafer was recently named president, effective Sept. 1, to succeed Allen Bosworth, who is retiring from EP+Co. A remit over six brands As AOR, EP+Co will collaborate with the global food organization on marketing strategies that will help drive growth and boost cultural relevance around each of the six brands. The full scope comprises integrated campaigns, including platform development and execution, brand identity development, social, experiential and influencer marketing. “EP+Co's strategic creativity was impressive from the start, and we're confident they're the right partner to execute our vision and amplify the unique value of our brands," said Kristen Beadon, vp of marketing for Rich's consumer brands division, in a statement. The decision was also based on EP+Co’s breadth and depth of experience in both the CPG and food service industries. The agency has worked extensively in the packaged food and beverage industry with brands including Nature Valley, Old El Paso, Planet Oat, Oui Yogurt and Califia Farms. “From the first meeting, we knew that the Rich’s marketing team was a group we wanted to work with. It was a real, ‘Oh this is going to be fun’ kind of chemistry,” said John Cornette, chief creative officer at EP+Co, in a statement. “We have deep CPG experience, but learning how to tell each brand’s unique truth is something that we love to do.” The first EP+Co campaign for Rich’s is expected to launch in early 2025, with the agency beginning work on a refreshed marketing strategy this summer. “We have the opportunity to partner with one of the largest family-owned companies in the country to help build belief and inspire possibilities among their customer base — not just for one brand but across their portfolio,” said Shafer. “We see each brand in the portfolio as unique and intend to position each brand with its own distinct voice, look and feel.” Rich’s is a family-owned food company based in Buffalo. It operates 100 locations globally, with annual sales exceeding $5.8 billion. Editor's Note: The original story referenced Fudgie the Whale, which is only a part of the Carvel restaurant side of the business and is not part of the Rich's ice cream cakes portfolio. Carvel restaurants has its own agency, which has not been impacted by this decision. The agency originally supplied ADWEEK with incorrect information regarding the ownership of the Fudgie character and the agency's scope working on the Carvel brand.

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EP+Co Wins Rich Products Portfolio as the Creative AOR

The IPG agency will handle FarmRich, SeaPak and other brands

Kyle O’Brien

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Kyle O’Brien