Agency to lead media relations, influencer marketing and consumer activation services for growing line of protein snacks
RALEIGH, N.C. (Sept. 3, 2024) – French/West/Vaughan (FWV), one of the nation’s largest independently held PR, advertising and digital media agencies, today announced it has been selected as the public relations agency of record for FITCRUNCH®, the protein snack brand created by renowned chef, restaurateur and television personality Robert Irvine.
FWV will manage and execute comprehensive media relations, influencer marketing and consumer activation services designed to create awareness and demand for FITCRUNCH products, which are available nationwide through grocery, big box, buyers club and Amazon retail channels.
“We selected French/West/Vaughan for its reputation as one of the top consumer lifestyle marketing agencies in the country,” said Dave Plowden, vice president of marketing for FITCRUNCH. “The FITCRUNCH brand and Chef Robert Irvine are known for innovation and bringing a bold, energetic spirit to everything we do, and FWV understands how to harness that story and build relationships with consumers.”
FITCRUNCH offers baked protein bars, wafer bars, dipped brownies and other products that deliver a “best of both worlds” experience – a decadent taste that consumers want combined with something they can feel good about eating. The brand has established a leadership position in the market with a range of convenient, protein-rich, best-in-taste snacks that “fit” busy family and consumer lifestyles.
“Robert has built an impressive personal brand through his various endeavors, and FITCRUNCH is a particularly impressive one within the portfolio,” said FWV Chairman & CEO Rick French. “We are honored to work with FITCRUNCH and Irvine to drive awareness for the brand, as well as the important causes they support.”
FWV will utilize Irvine in select appearances and media opportunities. An accomplished entrepreneur and philanthropist, Irvine is a British Royal Navy veteran, fitness authority and host of the popular Food Network show, “Restaurant: Impossible.” He is also the founder of the Robert Irvine Foundation, dedicated to supporting the mental and physical well-being of military service members, veterans, first responders and their families.
About French/West/Vaughan
French/West/Vaughan (FWV) is one of the nation’s leading public relations, public affairs, advertising and digital media agencies. Headquartered in Raleigh, N.C., and founded in April 1997, FWV has received 35 Global or National Agency of the Year honors over the past 27 years, along with more than 1,700 PR, advertising and digital marketing awards on behalf of its global roster of blue-chip clients, which include Wrangler, ABB, Proximo, Melitta, Teen Cancer America, Mitsubishi Electric, N.A. and the N.C. Department of Transportation, among others. FWV is the parent company of fashion and lifestyle PR firm AMP3 (New York City); mobility and transportation-focused agency TMG (Detroit); pet and animal health practice FWV Fetching and feature film development imprint Prix Productions. FWV is a partner in IPREX, a $380 million network of communication agencies with 1,600 staff and 110 offices worldwide. For more information, visit fwv-us.com or follow us on Facebook, Twitter, LinkedIn, Vimeo or Instagram.
About FITCRUNCH®
FITCRUNCH® was created by co-founder and owner chef Robert Irvine to provide quality protein and supreme taste that you’d only expect from a world-renowned chef. FITCRUNCH® makes getting your protein more enjoyable than ever before with their array of protein bars and snacks that are truly delicious. The Robert Irvine Foundation supports and strengthens the physical and mental well-being of our service members, veterans, first responders, and their families. We provide these heroes with life-changing opportunities that unlock the potential in their personal and professional lives through food, wellness, community, and financial support.
