NEW YORK—Church & Dwight has appointed M Booth & Associates as agency of record to provide strategic communications support for its flagship Arm & Hammer Baking Soda brand. The New York-based firm beat out two competitors for the six-figure account, which previously was handled by Weber Shandwick.
M Booth will direct a campaign to generate awareness and trial for the Arm & Hammer Fridge-N-Freezer product. The campaign will focus on increasing usage of America’s leading baking soda, which helps absorb and eliminate odors in the fridge and freezer. Brand awareness is high, but Church & Dwight is hoping to increase frequency of purchase.
“We are impressed with the marketing communications savvy of M Booth and look forward to working with them to grow the Arm & Hammer Baking Soda franchise,” says Bruce Weiss, director of Arm & Hammer Baking Soda. “The agency’s media know-how will enable us to maximize our marketing efforts.”
Lauren Swartz, account supervisor at M Booth, will lead the account, reporting to Rich Goldblatt, consumer practice director.
According to Goldblatt, “Our program consists of seasonal outreach efforts around spring, Thanksgiving and holiday to food and home editors, as well as a national search for The Kid with the Sharpest Taste Buds. The winner will be rewarded with prizes, highlighted by a $1 million taste-bud insurance policy, ice cream money for a year, and the opportunity to have their picture appear in an Arm & Hammer Baking Soda advertisement.”