MINNEAPOLIS, June 20, 2016 /PRNewswire/ -- Truvía®, maker of the No. 1 natural sugar substitute in the U.S., has named Carmichael Lynch and Spong as the integrated agencies of record (AORs) for the brand.^[1] The agencies will develop work that encompasses brand planning, advertising, public relations, social engagement and digital content.

"Carmichael Lynch and Spong's seamless integration and truly differentiating creative campaign ideas make them the perfect partners to take Truvía to the next level," said A.J. Aumock, Truvía global marketing leader. "We're looking forward to working together to let the world know that life with less sugar is just as sweet."

The agencies were chosen through a competitive pitch process that focused on the launch of Truvía's newest product called Truvía Nectar. The company also highlighted the agencies' insight-led strategy and creative, integrated ideas that pushed the brand into evolving territories, along with their deep food and beverage expertise as reasons for selecting them as combined AORs.

"We have a history of helping category leaders defend and evolve their positions, and we are looking forward to putting that to work for Truvía," said Carmichael Lynch President Marcus Fischer.

"We're ready to tell the story of how sweetness with fewer calories can be enjoyed," said Julie Batliner, president of Spong. "We look forward to working with Carmichael Lynch to provide best-in-class integrated capabilities and truly one-of-a-kind work for our new client." 

Carmichael Lynch and Spong's work will begin immediately.

About the Truvía Business
Truvía offers a complete line of great-tasting zero-calorie sweeteners, reduced-sugar baking blends, and a new honey-stevia blend encouraging "Life With Less Sugar is Just as Sweet." Truvía Natural Sweetener, made with the best tasting part of the stevia leaf, is No. 1 in its category of zero-calorie natural sweeteners in the U.S. and is also available to consumers in Europe, Latin America and Canada. Truvía stevia leaf extract is also a versatile sweetening ingredient used to reduce calories and sugar in foods and beverages. Truvía uniquely manages its stevia supply chain from Field to Table having established a global agricultural standard for stevia. For more information, visit www.truvia.com.

About Carmichael Lynch
Carmichael Lynch is an internationally recognized leader in creative marketing, executing fresh ideas across all channels. The agency's client list includes numerous famous brands including Subaru, U.S. Bank, Jack Link's Jerky and Sierra Trading Post. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. For more information, visit www.carmichaellynch.com.

About Spong
Spong is one of the most award-winning public relations firms. The firm is a four-time recipient of the "PR Agency of the Year" award by national trade journals PRWeek, PR News and The Holmes Report. The firm represents a select portfolio of envied brands with staff in Minneapolis and New York. Spong is a division of Carmichael Lynch Inc., which is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. Visit www.SpongPR.com for more information.

[1] AC Nielsen All Outlets – 52 weeks ending 4.9.16

For more information:  
Abby Tinberg
612-334-6251
abby.tinberg@clynch.com

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SOURCE Spong; Carmichael Lynch