Freedom Foods to launch new masterbrand with 72 and Sunny as brand and comms partner

Freedom Foods Group has hired 72 and Sunny Sydney as its design and comms partner, tasking it with developing a new masterbrand for an upcoming product range in the health and wellness sector.

According to Freedom Foods’ marketing manager – nutritionals, Will Patris, the appointment follows the continued investment into the business’ Shepparton Nutritionals facility.

Freedom Foods Group is launching a new masterbrand

“We’re excited to have partnered with 72 and Sunny and look forward to tapping into the creative collective of the team. We are working on a new health and wellness trademark that we believe will offer the potential to improve millions of lives globally,” he said.

“This opportunity is extremely exciting for Freedom Foods Group. We are leveraging our own ingredient stream and the investment in our Shepparton Nutritionals facility to create value-adding consumer brands. This is a strategic priority for our business, with strong incremental growth opportunities.”

72 and Sunny will work on the naming, design, packaging, brand strategy and communications for the initial launch of the new brand, and a global expansion will follow.

This year, 72 and Sunny has added Sendle, Amaysim and Golden Circle to its client roster. Lion has also expanded its relationship with the agency, adding Tooheys Extra Dry to its remit, and resulting in a campaign that saw the brand embrace its ‘average’ reputation.

Chris Kay, CEO of 72 and Sunny said: “The Freedom Foods team has a strong vision and great energy, so we were pretty happy when they gave us the opportunity to help them totally redefine a category for Australia, and then beyond to the rest of the world.”

Freedom Foods’ brands include Australia’s Own, Brunswick, Blue Diamond Growers and Heritage Mill.


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