Canadian-owned food waste management brand Food Cycle Science has named Toronto-based creative agency Mint as its North American media and PR AOR following the agency’s successful leadership of the strategic repositioning, rebranding and website launch for both its masterbrand and FoodCycler composting device.

Under its new mandate, Mint will manage SEO, search and paid social for both the masterbrand and FoodCycler, handling the development of new creative assets and campaigns. It will also lead PR and influencer relation efforts for the masterbrand and its range of municipal, business and consumer solutions products, including its recently-launched Eco 5 FoodCycler model, developed in partnership with Vitamix.

“Food Cycle Science is challenging the status quo in their unrivaled mission to end food waste,” explains Samantha Margolis Fogle, president of the agency. “We are so excited to be continuing our collaboration, and to use more of Mint’s integrated expertise to help impact culture in a progressive and essential way.”

This new assignment is a direct result of the earlier work, for which Mint was mandated to build two distinct brands that bolstered the core mission for both of diverting food waste from landfills.

The goal of that work was to “double down on the brand’s innovation, and how easily these revolutionary products can fit into daily life,” explains Kim Tarlo, Mint’s executive creative director. “We incorporated colours that you find in most everyday foods, and gave new meaning to the FoodCycler infinity graphic, better demonstrating the function of the product and the ethos of progress.”

Now, Mint is tasked with the execution of the digital marketing plan it helped develop earlier this year, executing an always-on strategy to drive awareness of the FoodCycler brand and products, drive traffic to its website and handle its larger media investment and PR strategies.

“Expanding our scope with Mint was an easy decision,” says Rana Danesh, marketing and brand director at Food Cycle. “Who better to help us strengthen our brand than the innovative minds who helped redesign it? We saw immediate success as soon as we started, and our added investment assures that performance continues.”