Symington’s appoints The Integer Group and FleishmanHillard to handle marketing strategy
Symington’s Australia Pty Ltd, which owns Chicken Tonight, has appointed The Integer Group Australia and FleishmanHillard Australia to handle its national marketing strategy after a competitive three-way pitch.
The agencies, both part of the Whybin\TBWA Group, will focus on growing the business’ market share in the simmer and pasta sauces categories.
The Integer Group Australia managing director Georgia Bruton said in a statement: “We’re ecstatic to be working with the Symington’s team and be given the opportunity to reintroduce these brands to Australian consumers. The simmer and pasta sauce categories are some of the most competitive in grocery, so we developed integrated campaigns that would not only stand out, but effectively re-engage shoppers with these brands at all touchpoints.”Symington’s took control of Chicken Tonight, Raguletto and Five Brothers in a major licensing deal with Unilever.
Syminton’s managing director David Cherrie said in a statement: “We have had considerable success in the UK ‘rebooting’ the Chicken Tonight and Ragu brands, so we understand the power of integrated marketing to deliver results, and the importance of working with the right agency partners.
“Integer demonstrated incredible insight into the Australian shopper journey, and with FleishmanHillard they presented a seamlessly integrated proposition that we felt would position these brands as leaders in their respective simmer and pasta sauce segments.”
The agneices are set to roll out the first campaign elements for the simmer and pasta sauces early this year.
