Nature’s Path gives Bensimon Byrne its North American account

One of Vancouver’s most established names in organic packaged foods has retained one of Toronto’s best-known ad shops. Nature’s Path, a family-owned company based in Richmond, B.C. that’s known for its breakfast cereals, granola and snack foods, announced Thursday that it has selected Toronto-based Bensimon Byrne as its new ad agency. Agency president Jack Bensimon […]

One of Vancouver’s most established names in organic packaged foods has retained one of Toronto’s best-known ad shops.

Nature’s Path, a family-owned company based in Richmond, B.C. that’s known for its breakfast cereals, granola and snack foods, announced Thursday that it has selected Toronto-based Bensimon Byrne as its new ad agency.

Agency president Jack Bensimon said the new partnership is a perfect fit for the Toronto shop’s own principles.

“The enthusiasm of our people to pitch this particular business was unprecedented,” he said. “Not only are their products loved, but their values are at the heart of every business decision.”

The decision concludes a review process in which both Canadian and American agencies competed for the account.

“Bensimon Byrne’s experience in packaged goods, grocery retail and the U.S. market all proved important to our final decision,” said Darren Mahaffy, vice-president of marketing at Nature’s Path. “But equally important to their capabilities is their alignment to the ideals of our very unique company.”

Since its founding in 1985, Nature’s Path has opened facilities in both Canada and the U.S., and developed a diverse line of brands that include breakfast, breads and snack foods as well as gluten-free options. Many of its brands have achieved rare penetration in both health food stores and mainstream supermarkets. It emphasizes certified organic and fair-trade ingredients in its products, and believes in “leaving the earth better than we found it,” according to the company.

Bensimon Byrne has 20 years of experience representing various Canadian companies. Nature’s Path will be the firm’s second client with a North American mandate.

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