A head of lettuce has a publicity problem. It does not launch, pivot, feud, confess or wear anything interesting to an awards show. Little Leaf Farms had a better lettuce than most, grown in greenhouses and recognizable by its curved edge, but the company was still a regional favorite preparing for national expansion. The useful fact was there. The news was not.
360PRplus supplied an oddly specific proposition: the curve was so distinctive that Little Leaf should pursue a trademark for the shape. The agency wrapped that move inside “Big Salad Energy,” timed it to National Salad Month, built a recipe hub and brought in Peloton instructor Cody Rigsby, a man with both a large personality and an established affection for large salads. Lettuce acquired a plot.
The campaign generated more than 500 million media impressions. Little Leaf’s website traffic reached an annual high in May, up 355 percent from the previous year. Its Instagram audience rose 12 percent, while engagement climbed 14 percent. Those figures come from the agency’s published case study, so they deserve the usual client-case-study caution. But the mechanism is hard to miss: an intrinsic product detail became a legal curiosity, a seasonal story, a celebrity fit and a reason to visit the brand.
The ordinary-object advantage
Laura Tomasetti founded 360PRplus in Boston in 2001 after working on both sides of the agency-client divide, including as a communications vice president at Hasbro. That history matters. Consumer brands rarely lack messages; they lack messages that a person outside the conference room would volunteer to repeat. Tomasetti has described the agency as a group of “brand fans,” but she has also been refreshingly narrow about its ambition: “We are not trying to be all things to all people.”
Its public client roster reads like a well-stocked household: Bob’s Red Mill, Bona, Chicco, Hasbro, Little Leaf Farms, Nintendo, SimpliSafe, Trek Bicycle, Virgin Atlantic and Wellness Pet. The work spans earned media, influencer marketing, social strategy, content production, experiential events, executive communications, reputation and crisis counsel. Three Cheers PR handles adult beverages. The acquired Powers Brand Communications adds retail and franchise expertise. A newer offer, 360PR+ AGENDA, codifies executive thought leadership around discovery and differentiation.
The agency’s real product is not coverage. It is the conversion of a brand fact into something strangers can carry.
Consider Rubik’s Cube. The object was famous but aging, caught between nostalgia and the toy aisle. 360PRplus recast it as a modern skill-builder, then put inventor Ernő Rubik at the Museum of Modern Art to coach media and influencers through a hands-on challenge. History supplied authority. MoMA supplied context. The puzzle supplied participation. The campaign reported 400 million earned impressions in three months and what the agency called a banner year for the brand.
Useful beats loud
The same pattern appears in less whimsical work. Chicco’s car seats embodied a safety promise, yet parents remained confused by fit and installation. 360PRplus did not invent a mascot for the problem. It paired Chicco’s certified passenger-safety technicians with AAA travel research, created a downloadable Road Trip Ready checklist and timed expert interviews to the summer travel cycle, Baby Safety Month and Child Passenger Safety Week. The four-month campaign reported 2.9 billion earned and social impressions. Online mentions of Chicco rose 35 percent in June and July, then more than doubled in August and September.
That is a helpful counterweight to the industry’s fondness for giant impression totals. The checklist had a job even if no journalist wrote about it. A parent could choose and install a seat more confidently. The collaboration fit because AAA already occupied the travel-safety territory. Attention attached itself to utility.
What changed the agency’s mind
The long shift in Tomasetti’s telling is away from interruption and toward depth. “People know what advertising looks like and they click out of it,” she said in a 2021 interview. At the same time, corporate reputation stopped living in a separate office from brand marketing. Customers, employees and investors began asking what a company stood for. Chief executives moved from scheduled financial remarks into the continuous business of narration.
AGENDA is the clearest response. It begins by aligning business and communications goals, mapping threats and adjacent topics, and studying stakeholders and competitors. Then it looks for a platform an executive can credibly own over time. The premise is blunt: “If business leaders don’t assume the role of narrator, others will do it for them.” A stray conference panel or annual blog post is not a platform. Repetition, usefulness and the capacity to respond when the news turns are.
Structurally, 360PRplus has expanded without surrendering its independent shape. It operates in Boston, New York and Philadelphia, while PROI Worldwide gives it partner resources in more than 100 cities. In 2024, PRovoke Media reported revenue of $12.9 million, up 6 percent. In April 2025, the agency became a certified B Corporation with an overall impact score of 80.4, just above the 80-point qualification threshold. Its employment pitch includes hybrid work, paid parental and pet-parent leave, a lifestyle account and professional development. The company is also certified women-owned.
The part worth stealing
A smaller brand cannot copy the agency’s media relationships, staffing or access to celebrity talent. It can copy the sequence. Start with one provable advantage, preferably something visible or useful. Connect it to an existing calendar moment or unresolved question. Recruit a partner whose authority changes the meaning of the idea. Give the audience a behavior beyond admiration - download, try, visit, compare, participate. Decide in advance whether success means search, traffic, qualified coverage, engagement or sales.
The Tommee Tippee campaign makes the final point. A raw comedy series about feeding, sleep and mental health drew 438,500 views and more than 200,000 other engagements. More importantly, the brand reported an 84 percent increase in new website visitors and a 16.5 percent sales increase during the next three months. The interesting number is not necessarily the largest one. It is the number nearest the business problem.
The conditions matter
This approach weakens when the product truth is thin, the cultural hook is forced, the partner lacks credibility or the brand cannot fulfill the attention it earns. It also depends on patience: earned media gives editors and audiences veto power. Campaign fees and budgets are private, so the public results do not reveal cost efficiency. And no impression total can rescue a campaign whose intended action was never defined.
There is a modest discipline beneath the spectacle. A curved leaf is not automatically interesting. A 50-year-old cube is not automatically current. A safety checklist is not automatically a story. Each contains raw material; none arrives with its own audience. 360PRplus’s craft is to notice the feature that can bear more weight, set it inside a moment that already matters, and let other people complete the distribution. The agency does not make lettuce famous. It gives lettuce something to say.