Dick Smith Foods appoints Sydney creative agency New Republique as new agency

Sydney creative agency, New Republique has won a competitive pitch for Dick Smith Foods (DSF), with the brief to increase sales for its FMCG products and save it from closure as predicted in late 2014.

The win, cemented by the agency’s strategy for DSF to get back to basics combined with its unique GRiP strategy tool, will ensure the Australian owned company can continue to support Australian business and producers whilst still giving 100% of profits to charity.

Says Nima Yassini, CEO, New Republique: “This win is hugely important to us, as we feel passionate about supporting Aussie brands. When Dick issued a cry for help last year, calling for the next John Singleton or Neville Corbett to help improve his sales or he would be forced to close, we knew we had to be a part of the pitch process.

“We are thrilled to be the chosen agency and working with such an iconic Australian company, which at grassroots level is focused on helping and supporting ordinary Australians.”

Stuart Paine, general manager, Dick Smith Foods, says New Republique was appointed due to its rational approach to the brief. 

Says Paine: “We need to get our fundamentals right to ensure longevity, relevance and loyalty with consumers.

“New Republique surpassed other interested agencies by correctly identifying the need to go back to basics and implement traditional customer marketing, sampling and price promotions. This was illustrated well by their Grip strategy tool.”

GRiP identifies that the key to understanding the propensity of today’s consumer for buying any product lies in their view of how generous the brand is, how responsive it is to their needs and how accessible the brand is to them. These three dimensions are named Generosity, Responsiveness, and Proximity (GRiP).

Says Yassini: “At the end of the day, our job is to help clients sell more products. This account win solidifies New Republique’s integrated service offering, with the aim to change the way brands market and sell to their consumers.”

The Dick Smith Foods campaign will commence with bespoke shopper marketing activations aimed at driving trials of the DSF products and increasing brand awareness.