Saatchi & Saatchi has picked up the My Food Bag creative account, following a pitch that kicked off earlier this year.
My Food Bag founder and co-CEO James Robinson pointed to Saatchi's overall offering and recent awards performance as reasons for selecting the agency as the food company's new partner.
"We were all hugely impressed by Saatchi’s speed, ideas and collaborative approach," Robinson said. "Their people are clearly believers and winners (validated by their recent Axis successes). We are incredibly excited about taking our next steps as a business with them at our side. For us it’s a match made in foodie heaven."
Saatchi and Saatchi managing director Paul Wilson also welcomed the new partnership, saying: "My Food Bag is one of New Zealand’s fastest growing most innovative, ambitious and progressive businesses in the market right now. What they’ve achieved already in such a short space of time is phenomenal. We are absolutely thrilled to be partnering with them on their next phase of growth."
Interestingly, this isn't the first time that the names My Food Bag and Saatchi & Saatchi have appeared in the same the press release. Last year in March, former Saatchi & Saatchi Worldwide executive chairman Kevin Roberts (who also served as worldwide chief executive of Saatchi between 1997 and 2014) was appointed chairman of My Food Bag. However, he did not hold both positions at the same time, having departed from his position as executive chairman of Saatchi prior to taking on the position at My Food Bag.
As part of the pitch process, My Food Bag also appointed ZenithOptimedia as its media agency (My Food Bag's PR partnership with Pead PR remains unchanged).
According to a release, ZenithOptimedia worked closely with Saatchi & Saatchi throughout the pitch and will continue to do so.
Previously, My Food Bag worked with Strategy on creative and Flame on the media side.
Since its inception in 2013, the Kiwi-born food retailer has expanded into 17 cities across New Zealand and Australia and now has over 30,000 customers.