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Mason Williams land brief to launch “magic beans” into the UK


PR agency Mason Williams Communications has been appointed by Fava Mill of Finland to launch a new super food product into the UK.

The Fava Bean range includes a series of six Granolas plus a dried bean format to add to soups, stocks and everyday cooking. Packed with protein and gluten, soya and nut-free, it’s being hailed as “the magic bean from Finland”.

The agency will launch the product at the end of the month at the Finnish Ambassador’s Residence in London with a “brunch” showcase to demonstrate the flexibility of the brand.

Rita Rowe will head the account Rita Rowe will head the account

Well known chefs from Finland will prepare breakfasts and lunches for guests in a first tasting of the brand.

The campaign will cover traditional media communication coupled with a high level of social media engagements, pop up experientials and sampling, especially in the Manchester region.

Rita Rowe, founder and MD of the agency, said: “It is very exciting to be part of this launch – a new brand and a new super food to come in to the UK. It’s good for you food but also great tasting and extremely versatile.

“We believe that the public will really get behind the brand as it offers a unique range that we all want – high protein, low salt, low sugar, good for you but also tastes like an indulgent brand.”

The team handling the six-figure budget account will be split across the Manchester and London offices and headed by Rowe.

The win follows some high profile appointments for the agency including work with Gerard Butler and Festina Watches, Olympus Cameras and the Salford Quays Culture Festival.

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