CHI-LDN-NYC – GERTRUDE INC. has been appointed AOR by Annabelle Candy Company (Annabelle’s) to lead integrated advertising, design, and marketing services across their portfolio of brands. Global branding and innovation consultancy GERTRUDE will oversee strategy, new product development, branding, and creative for candy giant across packaging, advertising, digital, social, and retail activation. GERTRUDE’s integrated rebranding and creative for the Annabelle’s portfolio is set to launch by Spring 2023.
California-based Annabelle Candy Co.’s mouth-watering confectionary collection includes Big Hunk® (iconic honey-sweetened nougat bar), Rocky Road® (legendary handmade chocolate and marshmallow), Abba-Zaba® (the famous chewy taffy bar), U-NO® (smooth milk chocolate with a rich creamy center), and Look!® (chewy nougat bar with whole roasted peanuts).
Co-CEO for Annabelle’s, Gordon Liao said, “GERTRUDE is the perfect partner for us to accelerate Annabelle’s into its next big chapter. Their extensive work in innovation and end-to-end excellence in bringing brands to life from conception through activation, will help us re-energize our current portfolio while building out new products.” Added Co-CEO Jacqueline Brooks, “Annabelle’s is an established company with a lot of room for growth but in a very competitive space. We have some really unique products and we’re so excited to have GERTRUDE’s expertise in brand storytelling to lift them up and drive sales.”
This year celebrates 70th delicious years for Annabelle’s, a third-generation family owned and operated candy manufacturer that was bought in 2022 by private equity firm Promise Holdings.