Sugar substitute Truvia has engaged Spong and Carmichael Lynch for PR and ad work, following a competitive pitch.
The account covers PR, social engagement, digital content, brand planning and advertising. Truvia global marketing A.J. Aumock said the two agencies, owned by Interpublic, offered a "seamless integration and truly differentiating creative campaign ideas."
The stevia-based sweetener was developed by Cargill and The Coca-Cola Company and is distributed by Cargill.
RF|Binder previously handled the PR work.
The pitch centered on Truvia Nectar, a liquid sweetener combining honey, stevia and sugar.
Julie Batliner, president of Spong, said the firm will "tell the story of how sweetness with fewer calories can be enjoyed."
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