Emerald Foods appoints TBWA Melbourne and Eleven to creative and PR

Emerald Foods has appointed TBWA Melbourne and its sister agency Eleven to its creative and public relations accounts, respectively, following two separate competitive pitch processes.

TBWA will be providing creative services for Australia and New Zealand, with a focus on Emerald Food’s foundation brand, New Zealand Natural.

TBWA Melbourne will be focused on the New Zealand Natural brand

Eleven’s remit as public relations agency of record will cover Emerald’s stable of brands including Mövenpick, Zilch, Killinchy Gold and New Zealand Natural. It will offer services including communications strategy, media relations, influencer engagement and activations.

The partnership will also see Omnicom Media Group agency United take on media planning.

TBWA Melbourne managing director, Mike Napolitano, said: “New Zealand Natural is an iconic dessert brand with a rich history that brings endless stories for us to tell – the partnership is a perfect fit. We’re incredibly excited to get straight into the work, and look forward to doing so as a collective alongside our sister agencies Eleven and United.”

Emerald Foods general manager of sales and marketing, Scott Koetsier, said the two agencies were a seamless fit for the business.

“In seeking a new creative and PR agency, we were looking for partners who can help us transform, and ultimately drive our brands forward.

“TBWA and Eleven’s seamless integrated model showed us first-class thinking that will not only help build brand resonance, but also introduce us to new audiences across Australia and New Zealand.”


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