Allied Pinnacle addresses Australia’s fibre gap in launch campaign for Wise Wheat via Molasses brand creative agency and humann.

Leading flour and bakery manufacturer Allied Pinnacle has launched ingredient brand Wise Wheat, Australia’s only naturally high fibre wheat flour, through its first major consumer campaign in conjunction with Molasses brand creative agency and humann. creative communications agency.

 

The result of 20 years of global research and development by CSIRO and Limagrain, and bred by Australian Grain Technologies (AGT), Wise Wheat flour yields 6x the fibre* of regular wheat flour, making it the natural choice for Australian consumers.

In line with a new strategic approach, Allied Pinnacle, traditionally a B2B supplier, instead took a consumer-first approach to the brand development, putting the consumer challenge and solution – at the heart of the brand DNA.

Molasses, working closely with the Allied Pinnacle brand team, has developed a full brand positioning, identity and campaign for the market. The campaign explains what Wise Wheat is alongside the key benefits the flour brings to partner products.

Justine Cotter, Wise Wheat Project Lead, Allied Pinnacle said: “This is truly a story of a game changing Australian innovation – from research, to farm, to mill, and bakery. The Wise Wheat brand has been built from the ground up. Australian consumers can feel reassured that products made using the Wise Wheat ingredient are a natural choice for families seeking high fibre solutions – with no compromise on taste.”

The campaign coincides with the nationwide market launch of a selection of high fibre White and Seed & Grain loaves and rolls available at Woolworths supermarkets with an in-store bakery. Mindful of the consumer purchasing journey the campaign has been split by brand and product. The aim has been to cement the brand into shopper missions – driving target audiences of Good Food Lovers and Wholesome Seekers to look for the vibrant blue Wise Wheat brand on products in market.

Melinda Taylor Head of Product and Growth, Allied Pinnacle said: “Wise Wheat is a breakthrough innovation in the Australian market and an exclusive for Allied Pinnacle. This exceptional flour isn’t just for baking bread — it’s a versatile ingredient that delivers real benefits for consumers and food manufacturers alike. And this is just the beginning — I’m excited for what’s ahead!”

Dan Parritt co-founder and brand director, Molasses added: “A great product with a great reason to believe – the campaign aimed to balance creative stand out to functional message from identity to full campaign – BVOD and social motion and digital RON advertising. Launching an identity and campaign for an ingredient brand is never easy and working as part of an agency network with Allied Pinnacle leading worked well.”

As part of the PR strategy for the campaign led by humann., leading dietitian Dr Joanna McMillan has partnered with Allied Pinnacle addressing their recently conducted nationwide research** into Australia’s Fibre Gap in both knowledge and consumption. Key findings from the research, including that almost three in four (74%) Australians would consume more fibre if it were more convenient, tasted better, or they understood its health benefits, will be promoted through earned media, with Dr Joanna McMillan providing her expertise to help Australians increase their fibre intake easily, with Wise Wheat.

In support of the launch are Nibble Edge and Athyna – newly appointed to deliver the website and social assets, and media respectively for the campaign launch and beyond. Website wisewheat.com.au is the centre of the digital ecosystem — and a platform for inspiration, education and product innovation updates.

Client: Allied Pinnacle
Project Lead: Justine Cotter
Head of Product and Growth: Melinda Taylor
Head of Marketing & Insights: Steven Solano

Brand creative: Molasses
Dan Parritt – Brand Director & Co-Founder
Kent Stewart – Creative Director & Co-Founder
Nichole Donovan – Client Director

Earned media: humann communications
Seon Peberdy – General Manager
Melissa Shedden – Editorial Director
Ellen O’Dwyer – Consultant

Digital: Nibble Edge
Deepika Rodrigo – Managing Director
Fergus Stoddart – Director Strategy & Growth
Andrew Walsh – Account Director

Media: Athyna
Trent McMillan – Founder | Chief Digital & Product Officer
Madeleine Toso – Senior Client Manager

 

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