F.Y.I.

Grey Group wins Phillippa’s

Advertising agency Grey Group has won the business for bakery and gourmet food business Phillippa’s.

The announcement:

Grey Melbourne has been appointed as the digital agency of record by bakery and gourmet food business Phillippa’s (www.phillippas.com.au). The account was awarded to the agency based on its proven creative track record and digital expertise without a pitch.

Known for its strong credentials in the slow food movement, Phillippa’s has three signature stores in Melbourne, and enjoys wide distribution supplying breads, pastries and provisions like chocolate truffles, muesli and spiced nuts to wholesale customers across Australia.

Grey Melbourne’s winning idea focused on building the Phillippa’s brand leveraging social media tools such as blogging, video blogging and Twitter. The agency aims to solidify Phillippa’s position as a thought leader in the gourmet food category, whilst simultaneously reaching out to a previously untapped audience. Online activities to be carried out include providing a platform for Phillippa’s to share cooking tips and secrets with loyal customers and other foodies, as well as to enable new customers to familiarise themselves with the brand and its offerings.

According to Luke Waldren, Managing Partner, Grey Melbourne, “Our social media approach for Phillippa’s is based on a thorough study of its business model and understanding of its target market. We identified social media channels to be most relevant and effective in opening up the brand to a stronger relationship with the rapidly growing foodies audience within Australia”.

Waldren added that the agency will be working closely with its new client to monitor the progress of the campaign. “We are also excited by the fact that our digital plans for Phillippa’s will leverage social media to enable stronger retail offers by using geo-locating technologies.”

Phillippa’s joins Grey Melbourne’s roster of clients which includes Transport Accident Commission, Victorian Electoral Commission, WorkSafe Victoria, Simplot, Playtex, AXA, GlaxoSmithKline and Procter & Gamble.

Source:  Grey Group press release

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