NEW YORK (AdAge.com) -- Arnold Worldwide's New York office was named agency of record for the Tribe hummus brand after a review with undisclosed participants.
The Tribe account includes marketing duties for Veggie Patch, a maker of vegetarian products recently acquired by Tribe's parent company, Tribe Mediterranean Foods. "We have made some huge strides toward growth and expansion in the past year, so it was crucial for us to partner with an agency that could help continue our momentum into the next decade," Carlos Canals, president of Tribe and Veggie Patch, said in a statement.
U.S. measured media spending for Tribe has been negligible in recent years, according to WPP's Kantar, but Tribe said it will be spending "significantly more than previously spent." The Mediterranean foods category has been heating up with more marketing investment from various players -- Kraft awarded independent shop Droga5 its Athenos line of Mediterranean foods in November.
"Both Tribe and Veggie Patch are in a great position for growth," Lynn Power, managing partner and president of Havas-owned Arnold, New York, said in a statement. "They understand and believe in the power of marketing and we're excited to partner with them to take the brands to the next level."
Recent wins for Arnold, New York, include insurance giant Aetna, Alberto Culver (Nexxus, Noxzema and St. Ives), homeopathic medicine producer Boiron and Mike's Hard Lemonade.
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