After launching earlier this year, Ogilvy’s shopper marketing division OgilvyAction picked up the NZ Pork account and released a campaign starring Simon Gault. And it has put another sticker on the wall after winning the Griffin’s Foods below-the-line account in a three way competitive pitch thought to have involved Energi and the incumbent Apollo.
OgilvyAction now has responsibility for all shopper activation, trade and experiential marketing services, and product sampling and associated activation work will also be handled by the company in partnership with sister company, Demoworks.
It will work with all the company’s brands, including Griffin’s, Eta, Huntley & Palmers and Nice & Natural and above-the-line communications will continue to be handled by fellow STW-owned agency Assignment Group, which OgilvyAction will work with closely on the account.
“This is a very gratifying win for us,” says Ogilvy executive director, Paul Manning. “Griffin’s is one of the country’s largest branded food companies and makes many of New Zealand’s favourite biscuits and snacks. We grew up with these brands and the team here will take great pride in helping Griffin’s to create even stronger connections with shoppers. We built OgilvyAction to meet rapidly increasing demand in this country from consumer goods companies for compelling and measurable shopper marketing solutions. This discipline makes in-store investment work and uses retail and experiential activation to effect change in shopper behaviour.”
In addition to NZ Pork and Griffin’s, Manning says OgilvyAction, which is based on a successful international brand activation offering, also works closely with existing Ogilvy clients, including Pernod Ricard and Kimberley-Clark.
“OgilvyAction has carved a niche as New Zealand’s leader in shopper marketing solutions,” he says