OgilvyAction takes the biscuit
Griffin's Foods hopes for a bigger bite out of its markets after switching agencies for below-the-line marketing.
More biscuit and cracker tasting could be the taste of supermarket shopping to come.
Griffin’s Foods hopes for a bigger bite out of its markets after switching agencies for below-the-line marketing.
The food giant has awarded such work to OgilvyAction, the shopper and trade marketing wing of the larger Ogilvy Agency, which handles in-store promotions and marketing.
OgilvyAction will work with all the company’s brands, including Griffin’s, Eta, Huntley & Palmers and Nice & Natural.
Ogilvy executive director Paul Manning says his agency built OgilvyAction to handle a growing demand for shopper marketing.
The deal should make in-store Griffin’s promotions “more exciting”.
“This discipline makes in-store investment work and uses retail and experiential activation to affect change is shopper behaviour,” Mr Manning said.
“Our appointment to the Griffin’s Foods account goes to show how much momentum we have behind this business.
"OgilvyAction has carved a niche as New Zealand’s leader in shopper marketing,” he said.
Josette Prince, marketing and business development director for Griffin’s Foods, says the company reviews its major suppliers every three years.
OgilvyAction won a competitive pitch process, replacing former agency Apollo.
“OgilvyAction are well placed in being a full one-stop-shop below-the-line agency.
“They are very well versed in terms of shopper insights, in-store promotions, sampling and point-of-sale.
“They are of a very high caliber - above others. They were competitive in terms of their value offer,” she said.
Product sampling and associated activation work will also be handled by OgilvyAction in partnership with sister company Demoworks.
Above-the-line communications for Griffin’s will continue to be handled by STW-owned Assignment Group.
Darren Greenwood
Fri, 18 May 2012
Fri, 18 May 2012
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OgilvyAction takes the biscuit
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