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Carmichael Lynch and its public relations agency Spong have landed a sweet deal.

The Minneapolis firms announced Tuesday they were named the integrated agencies of record for natural sugar substitute Truvía. The agencies will be responsible for brand planning, advertising, public relations and digital content for Cargill’s zero-calorie sweetener.

“Carmichael Lynch and Spong’s seamless integration and truly differentiating creative campaign ideas make them the perfect partners to take Truvía to the next level,” said A.J. Aumock, Truvía global marketing leader, in a statement.

The firms were chosen through a competitive process that focused on the launch of Truvía’s newest product Truvía Nectar, which is a blend of the stevia leaf extract that is the base of all Truvía products and honey. Carmichael Lynch and Spong’s work will begin immediately.

“We have a history of helping category leaders defend and evolve their positions, and we are looking forward to putting that to work for Truvía,” said Carmichael Lynch President Marcus Fischer, in a statement. 

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