Yasso Appoints MullenLowe PR as PR Agency of Record

Yasso, the beloved frozen snack brand, has enlisted MullenLowe PR as its US public relations agency of record. Yasso appointed MullenLowe PR (MLPR) following a competitive agency review. MLPR will lead Yasso’s strategic public relations efforts by working on earned media and influencer programming.

The agency will partner with Yasso as the brand continues its journey as the fastest growing scaled brand across ice cream and novelties (IRI MULO 24wks ending 1.23.23), with the third largest national distribution footprint in the frozen novelties category. Additionally, Yasso continues to be on track to surpass the brand’s $300M retail sales goal, while experiencing +32% growth in 2022. 

“We’re excited for the year ahead alongside the MLPR team, who will help elevate and activate the Yasso brand, which has an incredible trajectory for continued growth,” said Kelsey Gill, director of marketing at Yasso. “We were impressed by the MLPR team’s strategic thinking and their tenacity for results, proven via their remarkable track record of effective consumer campaigns for a range of clients. And their culture and values are synergistic with Yasso Inc, which is an important part of our partner selection criteria.” 

“Yasso is pioneering the frozen novelty and snacking category with immense growth and unparalleled innovation, while asserting themselves as an impactful and dynamic brand,” said Kelly Burke, executive director, MullenLowe PR. “We’re honoured to be a part of Yasso’s journey and vision for dominating the freezer aisle one snack at a time.”

MLPR operates both as a stand-alone public relations agency and as part of MullenLowe Group’s creatively driven integrated marketing communications network. With deep food and beverage expertise, MLPR has helped legacy brands defend their position, launched new private label grocery brands, and helped challenger brands claim an unfair share of attention. Partners have included IZZE, Orgain, Land O’Lakes, Frutly, Horizon Organic, Target Grocery, Tropicana, and others.