Guiding Stars Licensing Company Partners with Cone for Strategic Marketing Communications Support

Nutrition Navigation System Building Momentum in the Marketplace

The Brand Marketing group at Cone is pleased to welcome new client, Guiding Stars Licensing Company (GSLC). Cone will provide media relations and ongoing strategic marketing communications support for GSLC, based in Scarborough, Maine.

“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 Guiding Stars Licensing Co. “We are excited about this partnership as we build a stronger foothold in the marketplace and make a broader impact on food and nutrition choices.”

Guiding Stars, the world’s first storewide nutrition navigation system, is a simple, at-a-glance tool that allows consumers to quickly identify and choose foods that offer the most nutrition for the calories. First launched at Hannaford supermarkets in 2006, Guiding Stars has now been implemented in over 1,400 supermarkets in 16 states throughout the East coast. In addition, Guiding Stars has also expanded into new venues and recently became the first nutrition navigation system to launch in a public school district at MSAD 75 in Topsham, Maine. The Guiding Stars Licensing Company was formed in 2008 to create opportunities for supermarkets, manufacturers, restaurants, food service providers and other organizations to make nutritious shopping simple throughout the United States.

About Cone

Cone is a strategy and communications agency engaged in building brand trust. Cone creates stakeholder loyalty and long-term relationships through the development and execution of Cause Brandingsm, Brand Marketing, Corporate Responsibility and Crisis Prevention and Management initiatives. Cone is a part of the Omnicom Group (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

About Guiding Stars Licensing Co.

Since 2006, Guiding Stars has been leading the way in helping consumers make nutritious choices by pioneering the first-ever storewide nutrition navigation system. The Guiding Stars program is a simple, easy-to-understand tool for making good nutritional choices and is designed to make a positive and lasting impact on public health. Guiding Stars Licensing Co., based in Scarborough, Maine, creates opportunities for supermarkets, manufacturers, food service providers and other organizations to license the program and make nutritious shopping simple throughout the United States. Guiding Stars is currently in more than 1,400 supermarkets up and down the East Coast including 1,177 Food Lion Stores in the Southeast and Mid-Atlantic, 167 Hannaford locations in the Northeast and 108 Sweetbay stores in central and western Florida. Guiding Stars is supported by a 15-person team with significant licensing, marketing, food retail, IT and customer service experience.