• by Larissa Faw , April 6, 2016

Cheribundi has appointed BrandStar as its AOR. The move comes as the cherry-juice manufacturer says it requires full-service agency capabilities as a result of its growing business. 

This account switch from Brandstand to BrandStar was part of a quiet search. (Although the two agencies share similar names, there is no relationship between the two.)  

The branded content marketing and entertainment company will be responsible for multicultural marketing, traditional, digital and mobile marketing strategies. Previously, Cheribundi had design and creative done internally and communications done externally by BrandStand. 

Cheribundi and BrandStar are rolling out the “Who Knew?” social media and digital campaign to raise awareness of "the many benefits of  tart cherry juice products." The campaign touts "how there have been over 50 scientific studies on the health benefits of the tart cherry juice in Cheribundi that support the pain relief, anti-inflammation and recovery benefits." 

Cheribundi also relies heavily on word-of-mouth to encourage new drinkers.

There are more than 130 professional and college sports teams that buy and drink the beverage, including both teams in the April 4 NCAA Men’s College Basketball finals.  

“Cheribundi has an incredibly rich opportunity to become a global leader focused on recovery and pain management solutions through its unequaled tart cherry products,” stated Pat Patregnani, CEO of BrandStar. “We are thrilled to partner with them as we draw upon our diverse team of specialists to elevate and promote this powerful brand.”