Australian food manufacturer Simplot appoints Initiative to handle its media comms portfolio

Australian food manufacturer Simplot has awarded its media communications portfolio to Initiative after an initial review of eight agencies.

Simplot Australia is a leading Australian food manufacturer and the home of Australia’s favourite and iconic food brands such as Birds Eye, Leggo’s, Chiko, Edgell, John West, Lean Cuisine and Quorn.

Initiative has been engaged to manage all aspects of Simplot’s investments across all media.

Says Fiona Allen, chief marketing and digital officer: “In the final presentations we were most impressed with the Initiative team, the depth of their strategic thinking and the integration of their digital capabilities. We were looking for truly innovative, highly-challenging media thinking and delivery and the Initiative team demonstrated why they would be our ideal media partner into the future.”

Simplot initiated its media review following the cessation of business by former agency Huckleberry and the merger of its business into Aegis. The pitch process was managed by Trinity P3.

Says Allen: “We’d like to thank the Vizeum team for taking great care of our business during the transitional period, they have demonstrated commitment and professionalism while managing the media needs for our brands.”

Says Stephen Fisher, managing director, Initiative Melbourne: “We are hugely excited and very proud to be working with the Simplot team. They manage world class brands and we are thrilled to be partnering with them to help drive innovative and compelling campaigns.”