Thai-owned Asian food giant Charoen Pokphand Foods appoints Melbourne creative agency Sense

Thai-owned Asian food giant, Charoen Pokphand Foods (CP Foods) has appointed Melbourne creative agency Sense to manage its brand advertising, design and digital work in Australia.

While many Australians may not have heard of CP Foods, the multi-faceted company has global annual revenue of AUD$15 billion. Its range of Authentic Asia premium frozen meals is immensely popular in Asia – and Thailand in particular.

Authentic Asia is already available in a number of local supermarket chains, however the company intends to provide greater support in the last quarter of 2014 through a range of advertising and marketing initiatives created by Sense.

Says David Whiteside, Sense director: “CP Foods is a household brand in Asia. It’s our aim to recreate that success here in Australia. Their products are made from authentic ingredients and are seriously delicious, so with a judicious brand strategy and a great creative idea I believe it to be an achievable goal.”

The announcement follows a creative pitch involving a number of undisclosed agencies and a selection process that traversed multiple continents. It’s a massive coup for the Melbourne shop, which has been on the lookout for FMCG brands to add to its portfolio.

Says Whiteside: “Big FMCG brands are hard to come by. The irony is, before Sense we’d spent our entire careers working on some of the biggest brands in the country. This is a great opportunity for us to re-establish our credentials.”

Sense will begin work immediately with a view to a launch in September 2014.