Praytell has been named Integrated Communications Agency of Record for If You Care, the fast-growing sustainable household products brand known for its planet-friendly essentials, from unbleached coffee filters to 100% recycled aluminum foil.

The partnership began in December 2025, following a competitive agency review process that kicked off in September 2025. Under the remit, Praytell will lead an integrated scope encompassing Paid Media (including retail media and paid social), Influencer Partnerships and Brand Ambassador Programming, Social Media Strategy and Content Creation, and Earned Media. The agency will also provide support for crisis and issues response as needed, and will begin planning the brand’s first-ever tentpole campaign. The account is led by Stephanie O’Brien, Vice President at Praytell.

“As an emerging brand with real momentum and expanding distribution, we were looking for a partner who could help us scale quickly and reach consumers in innovative, meaningful ways,” said Ann Ocaña, Chief Brand Officer at If You Care. “Praytell stood out for their ability to connect brands with audiences through a truly integrated mix of paid, social, influencer, and earned media. Their consumer-first approach and strong insights enable strategies that influence and reach audiences at scale—helping us connect with more households and unlock untapped audiences. Coupled with Project Worldwide’s broader network and scalable capabilities, Praytell is the right partner as we work to broaden our reach and connect with a wider audience.”

If You Care did not previously work with an external agency partner, communications efforts were historically managed in-house.