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Brooklyn-based green tea giant, ITO EN (North America) INC., the innovative healthy beverage company, has appointed Engine as its U.S. agency of record (AOR) to support all ITO EN brands in North America, specifically focusing on their award-winning brands Matcha LOVE® and TEAS’ TEA®.

Engine will be launching Matcha LOVE's inaugural marketing campaign this month, while simultaneously building a dedicated communications platform for green tea lovers. The network’s global media services operating unit, Engine Media, which launched earlier this year, will be handling media planning and buying for the brand.

“With attention towards this industry increasing among the media and the public, it’s more important than ever that we establish a strong brand strategy,” said Harris Goldman, Head of Marketing and Innovation at ITO EN. “We are confident that our partnership with Engine Group will help us achieve this, while further boosting the popularity of green tea within American culture.”

ITO EN, which was recently named to Fortune’s 2016 list of “Top 50 Companies that Are Changing the World”, was founded in Japan in 1966, and is today a global industry leader in green tea. In 2001, the company opened its North American business to cultivate and inspire an authentic green tea culture. Having first launched in the New York City and tri-state area, the breadth of ITO EN North America is increasing through the development of new beverages and loose leaf tea products. The company has also focused on expanding its distribution network to a national level and growing its ecommerce operations to drive larger and stronger sales across the U.S.

“This win continues a trend of Engine winning brands committed to building out their business and growing on a global scale,” said Zoe Church, Global CMO at Engine. “We look forward to harnessing ITO EN’s energy to create breakthrough ideas that have a positive impact on people’s health and enable tea drinkers to truly feel the Matcha LOVE®.”

This announcement comes on the heels of Engine recently being named the full-service marketing agency for EyeBuyDirect, an online retailer of discount eyeglasses.