Salt & Straw was founded in 2011 in Portland, OR, as an ice cream cart by cousins Kim and Tyler Malek. The chef-driven ice cream brand is known for its unique flavors and has grown a cult following at their shops in the Pacific Northwest and LA. When Kim and Tyler made the decision to open up shop in the Bay Area, they were looking for a firm that would become a true partner in this endeavor and introduce Salt & Straw to the San Francisco community in a natural way. af&co. was hired to not only act as the on-the-ground public relations agency, but also to introduce them to key movers and shakers in the city to develop partnerships for development of local flavors, events and hiring. Salt & Straw was one of the most highly anticipated openings of the year with tactics including line-around-the-block pop-ups, and ice cream drops to media and influencers.