Carman’s Kitchen appoints Kill Boring Dead as social-first creative agency, unveils new work
Australian gourmet breakfast and snack brand Carman’s Kitchen has appointed Kill Boring Dead (KBD) as its new social-first creative agency and has released the first campaign from the partnership.
Carman’s partnership with KBD will strengthen the brand’s social presence through bold creative content, UGC, influencer activity and paid support. The collaboration brings together Carman’s focus on quality and innovation with KBD’s reputation for pushing boundaries in the FMCG space, creating a social-first approach designed to drive growth and deeper audience engagement.
“We wanted to partner with an agency that would challenge us and elevate our social presence,” says Carolyn Creswell, Founder & CEO of Carman’s Kitchen. “Kill Boring Dead impressed us from the very first meeting with their unique approach to creativity and deep expertise across different channels. As two brands built on innovation, attention to detail, and passion for what we do, this partnership feels like such a natural fit. We couldn’t be more excited for what we’re going to make together.”
“Partnering with Carman’s Kitchen is one of those rare, delicious moments where everything just clicks,” said Marcus Willis, CEO of Kill Boring Dead. “They’re not just one of Australia’s most iconic brands, but they’ve also got something that most big brands don’t: an unshakable hunger for creativity. They didn’t come to us for business as usual. They came to kill boring. And they meant it. We’re excited to see where this partnership goes. Early signs point to ‘not boring.”
The remit will span across social-first creative initiatives, including content production, influencer marketing, UGC campaigns, and paid social strategies, all designed to build momentum, foster community, and further solidify Carman’s place as the go-to health food brand for Australians.
Carman’s Kitchen is stocked in over 35 countries and has become a household name known for its nourishing snacks and pantry staples made with real ingredients. Founded in 1992, the brand has grown by staying true to its core values of quality and passion, ensuring that its products are crafted with the highest standards.
“It’s rare to see a market leader like Carman’s still hungry for creative risk.” says Marcus Willis, CEO of Kill Boring Dead. “Most brands at that stage get comfortable. And staying too comfortable, for too long, is a slow, painful death. Right now, every brand is in a war for attention. The ones who win are the ones brave enough to push. That’s exactly why we’re here.”
The team at KBD will take Carman’s into the next phase of its digital and social journey, shifting from traditional approaches to socialfirst, bold, and purpose-driven content that speaks directly to the brand’s engaged and loyal community.
The first campaign work is currently running across social, YouTube, TikTok, CTV and digital display.
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