New York (February 21, 2014) —After conducting a six month creative account review, Cone Communications (Cone) was selected as agency of record by Saffron Road Food, producer of all-natural, halal-certified world cuisine and a leading new brand in the natural frozen entrée category.
Saffron Road is seeking to scale its stellar growth by embarking on public relations brand strategy to build stronger consumer awareness, and highlight its mindful social mission around ethical consumerism. As part of the assignment, Cone will strengthen the brand’s communications foundation and raise its share of voice through media relations and influencer programs. Adnan Durrani, Saffron Road founder and a longtime social entrepreneur in the food space, and Jack Acree, executive vice president, will serve as thought leaders on industry trends and topics including Americans’ emerging demand for values-based and family-farmed sustainable food systems, sourcing and non-GMO standards, transparent labeling and third-party-certifications.
“Saffron Road is at the intersection of Americans’ demand to consume pure, higher-quality foods and to know exactly what they are eating,” said Byron Calamese, managing director of Cone’s New York office. “We believe they have a great story to tell and feel privileged to help them grow the brand.”
“Saffron Road is on a fast track as one of the highest growth natural brands in the US today. As our distribution in mainstream retail stores increases exponentially this year, we wanted to engage the Saffron Road brand with consumers at multiple levels of media and PR. Cone demonstrated a deep understanding of the inspiration behind Saffron Road’s culinary excellence, ethnic authenticity, and our dedicated social values. We feel enthusiastic about the agency’s fresh approach and Cone’s depth and experience in our space. We are thrilled to be partnering with them, to scale Saffron Road’s next phase of continued success,” said Durrani.