Rome, GA-based Summit Hill Foods, has named Curiosity its new media agency of record.
Under the new relationship, Curiosity will manage all above-the-line media strategy, planning and buying, along with strategic partnerships. The agency will work across Summit Hill’s full product portfolio with an initial focus on its Better Than Bouillon, and Louisiana Hot Sauce brands.
Curiosity, based in Cincinnati, was awarded the media business without a formal review. Summit previously worked with Empower, while creative duties, which were not up for review, remain with Blackbird NYC.
“Moving our media business to Curiosity wasn’t just about their capabilities and experience. It was also about their culture and values, both of which were so deeply aligned with our own,” said Brad Olsen, vice president of Marketing at Summit Hill Foods.
Olsen said that Summit would be “ramping up marketing efforts across a number of our flagship brands throughout 2022, diving more heavily into a mix of national TV and unique influencer partnerships.”
In addition to its branded offerings, Summit Hill Foods is an ingredient supplier to food service manufacturers and restaurants.