Mr Carter wins the PR and marketing account for new FMCG brand Upbeat

Communications agency Mr Carter has won the PR and marketing account for FMCG brand Upbeat.

The agency will be responsible for Upbeat’s launch into the market, and its remit includes orchestrating a national ambassador program, content creation, guerrilla marketing, public relations and strategic counsel, and on-premise sampling in Australia and New Zealand.

Upbeat foods has appointed Mr Carter to handle its public relations and marketing

Upbeat’s product range includes eight protein-based, vegan and gluten-free meals that will be stocked in Woolworths and health food stores. The brand is owned by FMCG group KJ & Co.

Upbeat creator and managing director, Charli Walters, said in a statement: “Consumers are looking for food to deliver more than ever before. Foods need to solve new problems from dietary requirements to nutritional deficiencies and nutritional enhancement.

“Mr Carter’s unrivalled experience in the wellness sector and proven understanding of consumer-first activations for brands such as Adidas, Nike and Stylerunner stood out as superior.”

Mr Carter principal and managing director, Cameron Carter, said: “I’m proud to expand my repertoire to include the FMCG category and look forward to drawing on my extensive expertise in the wellness sector to launch and drive, potentially, an entirely new sub-category of its own — fast health foods.”


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