• by Steve McClellan  @mp_mcclellan, March 7, 2017

Health-food marketer Soylent today confirmed it has selected independent ad agency Wieden+Kennedy (W+K) to work with on overall brand development, marketing strategy and product campaigns.

In tandem with the appointment, the two firms unveiled their first project, called “Trish”—an AI spokesperson, who will come to life across Soylent’s current channels and new virtual store on soylent.com. She will introduce herself and explain how to use a range of the brand’s products.

According to the companies, the goal of the AI program is to help make food decisions easier for consumers. “Trish” will be a part of all brand communications, including broadcast, digital and social.

In a nod to Soylent’s core community, “Trish” also opened a Bitcoin-based store, Soy Route, on the Dark Web to give fans first access to certain Soylent products. Launch items include: mystery-flavor Soylent, beef-flavor kit, Soylent pin pack, Soylent Drink multipack, and golden Soylent, signed by Soylent CEO Rob Rhinehart.

Much of the work with the client is being handled through the agency’s creative technology group, W+K Lodge. The unit will be active in initiatives ranging from Web site and packaging design to media planning and creative direction.

“Soylent believes in staying on the cutting edge of food technology and nutrition,” stated Soylent CMO Adam Grablick. “We were looking for a creative and strategic partner with a thoughtful and innovative approach to complement our goals and objectives,” he added.

Soylent and W+K will present the “Trish” initiative at an event at the upcoming SXSW on March 12.