New World gives Colenso BBDO the nod

New World has been celebrating its 50th anniversary recently. And Foodstuffs has taken steps to ensure a few more successful years in the grocery biz by appointing Colenso BBDO as its official brand agency.  

Foodstuffs group general manager of marketing Steve Bayliss wouldn't comment on who it talked to and who was involved in the pitch, but it's thought it came down to a shoot-out between Colenso BBDO and TBWA\. 

He says the decision to appoint Colenso BBDO will not affect its other agency relationships and Foodstuffs will continue to work with justONE and .99 on New World's direct and retail marketing respectively. DraftFCB Media continues to be the media partner across all Foodstuffs brands, and DraftFCB is the creative partner for Pak 'n' Save.

"We have previously leveraged the Clemenger network to tap into additional creative talents on a project basis," he says. "An example of this was last year’s New World brand campaign, where Steve Cochran led the creative development efforts. After reviewing our future needs we decided we needed to formalise a brand agency relationship to augment our strong existing partnerships … We believe we now have a very tight team of capable, and complementary, skills to best serve our creative needs across all parts of the New World business." 

Elsewhere within Foodstuffs, it's thought a pitch is currently being run for the Bell Tea and Coffee Company (BTCC) business, which Foodstuffs has owned for around 50 years.

BTCC owns brands such as Twinings, Bell, Burton's, La Cimbali and Gravity, has an annual turnover of $60 million and, according to Eurominitor, controlled 45 percent of the retail tea trade in 2011. But Foodstuffs announced a few months back that PwC was looking at sale options, with Foodstuffs' chief executive Steve Anderson ​saying he believed the company had a brighter future with a new owner (it seems like a strange time to run a pitch when there's a chance the new, potentially multi-national, owner could decide to use an agency it already has a relationship with). 

He told the Herald: "It is hard to sell [Bell products] into our retail competitors … it's a natural result of the ownership."

Special Group works on the Gravity Coffee account, with a pack redesign and the Gravity Coffee Run campaign being recent highlights, and it's thought Work has had the Bell Tea account for six or seven years. 

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