French/West/Vaughan (FWV), one of the nation’s leading independent public relations, advertising and digital marketing agencies, announced it has been selected by the North Carolina SweetPotato Commission (NCSPC) to lead the organization’s marketing and communications efforts. NCSPC is the respected voice of the North Carolina Sweet Potato industry that works to increase sweet potato consumption through education, promotional activities, research and honorable horticultural practices amongst its producers. North Carolina is the largest producer of sweet potatoes in the United States.
FWV will provide strategic counsel and execution of overall marketing and communications with a focus on elevating the mission and vision of NCSPC, including brand positioning, creative development, media relations, social media, events, digital advertising and website development. The agency will oversee NCSPC’s communications designed to foster positive sentiment, engagement and overall awareness of the sweet potato industry, with an ultimate goal of increasing consumption of North Carolina sweet potatoes.
Since six sweet potato farmers chartered the commission in 1961, the NCSPC has been the advocate for the economic well-being of North Carolina sweet potato growers. Thanks to the Commission’s efforts, North Carolina has maintained its position as the No. 1 sweet potato producing state in the United States for almost five decades, providing over half of the U.S. supply on average.
“Tradition, versatility, health and convenience are the four pillars that represent not only sweet potatoes, but also our organization and our members,” said Kelly McIver, Executive Director of NCSPC. “We look forward to working closely with FWV to help amplify the benefits of North Carolina produced sweet potatoes to consumers across the country.”
“We are honored to be selected as the AOR for the North Carolina SweetPotato Commission,” said Natalie Best, FWV Executive Vice President and Director of Client Services. “The desire for a healthier and more convenient diet continues to drive consumer demand in the sweet potato industry, but we also have a larger story to tell.”