LE&A was retained by Old Orchard Brands, the nation’s #3 juice maker, to help reposition the Sparta, Mich.-based juice manufacturer from a low-cost commodity brand to a premium juice provider and to increase brand awareness overall.

Through a combination of proactive media relations and community relations activities, including establishing a four-year partnership with the Juvenile Diabetes Research Foundation, LE&A’s efforts have raised the profile of Old Orchard products in local, regional, national and trade media. In fact, in 2005 alone, LE&A generated more than 25 million impressions for Old Orchard’s new Super Premium product line.