Half Dome secures Vitasoy’s ANZ business

Half Dome has been appointed by plant-based nutrition company Vitasoy as its media agency for its Australia and New Zealand business unit.

The win was secured following a competitive pitch involving both holding groups and independent agencies, with Half Dome tasked to provide full-service media planning and buying.

Half Dome co-founder Joe Frazer

Half Dome will also work closely with existing agency partners Leo Burnett and recently appointed The Pistol, which handles Vitasoy’s social remit.

“We’re deeply appreciative of the diligent process led by the teams at Vitasoy and media consultancy Madclarity. Their professionalism further validated our agency’s strategic approach, which continues to resonate in the marketplace,” Half Dome co-founder Joe Frazer said.

“More importantly, we see a cultural alignment between our companies, a shared ethos where challenging each other leads to breakthroughs and superior outcomes. We eagerly anticipate this dynamic collaboration driving both businesses forward.”

Vitasoy general manager of marketing and strategy Nick Bartram said: “We’re very excited to welcome the Half Dome team into the Vitasoy fold.”

“Throughout the competitive pitch process, Joe and the team demonstrated an impressive understanding of our category and business and brought clever, innovative ideas to the table. Half Dome’s pioneering nature and cultural approach mirrors ours internally and we’re looking forward to leveraging these synergies for greater success.”

Originally founded in Hong Kong in 1940, Vitasoy specialises in plant-based milk products. The company has had a local manufacturing operation in Wodonga, Victoria since 2001.


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