NEW YORK – The US candy giant It'Sugar has hired M&C Saatchi as the retailer heads into one of the busiest times of year for sweet sales.

The 10-year-old retailer has 100 stores across the US and has built its brand around an irreverent style that includes merchandise partnerships with brands like "Saturday Night Live" and Sour Patch Kids. M&C Saatchi has been brought in to lead communications strategy and provide ongoing support to drive consumer awareness. Already, M&C Saatchi has worked on the launch of 'One Scary Election' and 'Beastmode' chocolate bars.

"Candy is one of the most frequently purchased gifts during the holidays, and this time of year is one of the busiest seasons for It'Sugar," president Paul Bundonis recently told CNBC regarding holiday initiatives in the works. 

“The opportunity to work with a brand that is not afraid to take risks and speak their mind does not come around very often,” said Jen Dobrzelecki EVP of M&C Saatchi PR US. “It'Sugar does exactly that and we look forward to unapologetically telling their story, launching their one-of-a-kind exclusives and perhaps getting in a little bit of trouble along the way.”

The account will be led out of the M&C Saatchi PR's New York office.