Guiding Stars Teams With Strategy and Communications Agency

The Guiding Stars Licensing Company (GSLC) has joined forces with the Brand Marketing group at Cone, Inc., which will provide media relations and ongoing strategic marketing communications support for the Scarborough, Maine-based licensing arm of the pioneering “Guiding Stars” nutrition navigation system that initially rolled out at Hannaford Supermarkets in 2006 before spreading to sister Delhaize banners and beyond.

“Cone has impressive expertise in building brand reputation and will be a strategic partner as we continue to expand Guiding Stars,” said Betts FitzGerald, managing director of Scarborough, Maine-based GSLC.

Guiding Stars allows consumers to quickly identify and choose foods that offer the most nutrition for the calories. The system has now been implemented in over 1,400 supermarkets in 16 states throughout the East coast, as well as at a public school district in Topsham, Maine, and Bates College. GSLC was formed in 2008 to create opportunities for supermarkets, manufacturers, restaurants, foodservice providers and other organizations to adopt the program. Guiding Stars is supported by a 15-person team with significant licensing, marketing, food retail, IT and customer service experience.

Part of the Omnicom Group, a global advertising, marketing and corporate communications company, Boston-based Cone is a strategy and communications agency engaged in building brand trust. The company creates stakeholder loyalty and long-term relationships through the development and execution of Cause Branding, Brand Marketing, Corporate Responsibility and Crisis Prevention and Management initiatives.
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