Concord National, a leading Canadian packaged good sales and marketing company, has selected Elettra Communications as the public relations agency for its confection business. Elettra will represent Jelly Belly, Guylian Chocolate, and Anthon Berg. “Our confection brands have solid international reputations, but we were looking for a PR agency to help us build their profiles in Canada,” says Tina Ryan, Senior National Brand Manager, Concord National. “Elettra Communications has the right mix of experience and inventive thinking to help us move Jelly Belly, Guylian, and Anthon Berg forward.”
Elettra was awarded the business based on its previous success helping Concord National launch Tim Tam cookies in Canada. For its confection business, Concord has charged Elettra with raising brand awareness, generating ongoing buzz, and differentiating the brands from competitors.
Concord’s brands are among the world’s most well-known confections. Jelly Belly, the original gourmet jelly bean, is beloved for its wide variety of authentic and true to life flavours. Guylian, the world’s favourite Belgian chocolate, is known for its seashell shapes with handmade praliné centres. Anthon Berg is known for its miniature, dark chocolate bottles filled with fine liqueurs and spirits.