Food Cycle Science Taps Mint to Lead North American PR and Media Efforts

Toronto creative agency Mint has been tapped as North American PR and Media AOR for Food Cycle Science, a Canadian-owned leading innovator in the world of food waste reduction. The announcement comes after Mint led the strategic repositioning, rebranding, and website launch of their Food Cycle Science and FoodCycler brands in 2022. 

“Food Cycle Science is challenging the status quo in their unrivalled mission to end food waste, a mission we are so proud to be on board with,” says Mint president Samantha Margolis Fogle. “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” 

As of 2023, Mint has taken on global PR and influencer relations efforts for Food Cycle Science and their range of municipal, business, and consumer solutions, including the recent launch of the Eco 5. This latest FoodCycler model is a household food recycler developed in partnership with Vitamix. In addition, Mint is now managing SEO, search, and paid social for the Food Cycle Science and FoodCycler brands, including the development of creative assets and campaigns. 

Food Cycle Science and Mint already have a strong foundation. In 2022, Mint was tasked to build two distinctive brand architectures for Food Cycle Science and FoodCycler that reinforced its core mission: to eliminate food waste from our landfills. Mint’s strategy team created two brands that were both approachable and scientific to demonstrate that FoodCycler is a tangible solution in waste reduction and fits easily into their daily routine. 

Once the brand architecture was complete, Mint’s design team developed a system that was upbeat and simple. “We wanted to double down on the brand’s innovation, and how easily these revolutionary products can fit into daily life,” says Kim Tarlo, executive creative director at Mint. “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. We also elevated the graphic flat design and paired it with beautiful food waste photography to inspire a re-imagination of what waste can be with FoodCycler in your everyday life.” Mint utilised this new design system to update both the Food Cycle Science and FoodCycler websites. 

After the launch of the new brands and websites, Mint was then tasked to launch a digital marketing plan in February 2023 with an always on strategy that aimed to drive increased awareness of the FoodCycler brand and traffic to foodcycler.com. After considerable success in the first few months of launching this plan, the scope has grown to a larger media investment, as well as growth in the PR plan.

“Expanding our scope with Mint was an easy decision,” says Rana Danesh, marketing and brand director at Food Cycle Science. “Who better to help us strengthen our brand than the innovative minds who helped redesign it. The teams are experts in their fields, they are bright, passionate, and easy-to-work with. We saw immediate success as soon as we started, and our added investment assures that performance continues.”