Curiosity to lead creative and media for Just Born brands

Family-owned confectionery company Just Born, the maker of MIKE AND IKE, PEEPS, HOT TAMALES, and GOLDENBERG’S PEANUT CHEWS, has appointed Cincinnati-based independent agency Curiosity as its agency of record. The partnership follows a national review led by MLA Consulting and Just Born earlier this year.

Under the agreement, Curiosity will oversee creative, strategy, media, analytics, and social media for all four brands. Just Born will continue working with specialty partners for public relations, as well as web design and development.

Candy maker consolidates marketing with one agency

The appointment marks a major shift for Just Born, which is consolidating multiple agency relationships into a single, unified partnership. The move comes as the company celebrates more than a century of candy-making and looks to strengthen its position in a marketplace where nostalgia-driven brands are regaining cultural traction across snacks, apparel, and entertainment.

Meenakshi Trehan, Chief Growth Officer, Just Born: “Few brands have the cultural footprint of MIKE AND IKE or PEEPS. Curiosity instantly saw how these brands live in people’s memories and in pop culture. Their strategic thinking, creativity, and genuine passion made it clear they were the right partner to help us honor our past while keeping our brands fresh, relevant, and inspiring for today’s consumers.”

Curiosity to lead creative and media for four brands

For Curiosity, the win represents a return to the confectionery sector following previous collaborations with Perfetti Van Melle and Crazy Candy. The agency’s first campaign for Just Born will launch in the first quarter of next year with integrated creative for MIKE AND IKE, the company’s largest brand by sales, followed by new work for PEEPS.

Ashley Walters, Partner and Chief Marketing Officer, Curiosity: “The Just Born family of brands doesn’t just make candy, they make memories. They’re a time machine, a playground, a sweet reminder of childhood. Our job isn’t to just sell candy. We’re selling culture, emotion, and an unmistakable vibe that makes people smile.”

www.curiosity.fun

www.justborn.com

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