Food Cycle Science Taps Mint to Lead Public Relations and Media Efforts in North America
Toronto-based creative agency Mint has been tapped as North American PR and Media Manager for Food Cycle Science, a leading Canadian innovator in the world of food waste reduction. The announcement comes after Mint led the strategic repositioning, rebranding and website launch of its Food Cycle Science and FoodCycler brands in 2022.
“Food cycle science challenges the status quo in its unparalleled mission to end food waste, a mission we are so proud to be on board,” said Mint President Samantha Margolis Fogle. “We are excited to continue our collaboration and further utilize Mint’s integrated expertise to help impact culture in incremental and essential ways.”
Beginning in 2023, Mint has undertaken global PR and influencer relations efforts for food cycle science and their range of municipal, commercial and consumer solutions, including the recently launched Eco 5. This latest model FoodCycler is a household food recycler developed in partnership with Vitamix. Additionally, Mint now manages SEO, search and paid social media for the Food Cycle Science and FoodCycler brands, including the development of creative assets and campaigns.
Food cycle science and mint already have a solid foundation. In 2022, Mint was tasked with building two distinct brand architectures for Food Cycle Science and FoodCycler that reinforced its core mission: to get food waste out of our landfills. Mint’s strategy team created two brands that are both accessible and science-based to demonstrate that FoodCycler is a tangible waste reduction solution and fits easily into their daily routine.
With the brand architecture complete, Mint’s design team developed a simple and optimistic system. “We wanted to double down on brand innovation and how easily these groundbreaking products can fit into everyday life,” says Kim Tarlo, executive creative director at Mint. “We’ve incorporated colors you find in most everyday foods and given new meaning to the FoodCycler infinity graphic, better demonstrating product function and the philosophy of progress. We’ve also enhanced the graphic flat design and paired it with beautiful photographs of food waste to inspire a reimagining of what food waste can be with FoodCycler in your daily life.Mint used this new design system to update the Food Cycle Science and FoodCycler websites.
Following the launch of the new brands and websites, Mint was then tasked with launching a digital marketing plan in February 2023 with a still-active strategy aimed at increasing FoodCycler brand awareness and traffic to foodcycler.com. After considerable success in the first few months of launching this plan, the scope expanded to greater media investment, as well as growth in the public relations plan.
“Expanding our reach with Mint was an easy decision,” says Rana Danesh, Director of Marketing and Brand at Food Cycle Science. “Who better to help us strengthen our brand than the innovative minds who helped redesign it. The teams are experts in their fields, they are bright, passionate and easy to work with. We had immediate success as soon as we started, and our extra investment ensures that the performance will continue.