• by Larissa Faw , April 21, 2017

Sprout Foods is naming Walrus as its new agency of record for creative advertising, media and public relations for the organic baby food brand. This is the first time Sprout has consolidated its marketing communications with one agency. The incumbent for creative was Revolution Digital; for PR, Cohn & Wolfe; for media, MBI.

Walrus will be tasked with developing branding around Sprout's premium organic food for babies, toddlers and families. Creative will likely focus on how the food brand uses clean, nutrient-dense ingredients such as whole organic fruits, vegetables, and grains to establish a love of healthy foods early on, says the agency. Their first collaboration will launch around May and include digital, social and mobile campaigns.

“The baby food aisle is a sea of sameness. When parents are faced with a wall of look-alike pouches, they tend to shop based on flavor, ingredient and price, rather than the brand,” says Sunita Adams, VP of marketing, Sprout. “Their media planning expertise will also ensure Sprout is reaching Millennial parents – who are spending more time than ever on digital, social and mobile – with the right message and in the right context. We look forward to working together to bring Sprout’s unique story to life.”

This partnership also represents the first time Walrus has offered all three capabilities together for one client. The full-service agency will now extend this model to prospective clients as well.