Kill Boring Dead adds SavourLife and Toscano to growing brand portfolio

Social-first creative agency Kill Boring Dead (KBD) has expanded its relationship within SunRice Group’s ANZ portfolio, adding the SavourLife and Toscano brands to its client roster while extending its existing contract with Always Fresh.

SavourLife and Toscano appointed KBD as their social media agency of record following separate competitive pitches. The two wins take KBD’s portfolio within SunRice Group to three brands, with Always Fresh extending its contract with the agency for a further year.

For Toscano, Australia’s leading ambient pizza base brand, KBD will lead social strategy and creative, building on the brand’s Together, We Eat platform.

KBD’s remit for SavourLife, the Australian pet food brand that donates half its profits to rescue organisations, encompasses social strategy, content and community management. KBD’s work for the brand will launch in October.

The expanded relationship reflects the ANZ Marketing team’s ambition to make bolder creative choices and develop distinctive work that earns attention for each brand.

Says Marcus Willis, Co-Founder & Director at Kill Boring Dead: “Three brands within one group is a strong endorsement of the partnership we’ve built with the ANZ Marketing team. Always Fresh, SavourLife and Toscano each have distinct audiences and opportunities, and we’re excited to create work that is bold, relevant and true to each brand. We also intend to find out exactly how much pickle content one agency can produce.”

Says Christine Fung, Chief Marketing Officer for ANZ at SunRice Group: “Within our ANZ Marketing team, ‘Build Brave’ is about challenging familiar category conventions and being prepared to make bolder creative choices. KBD understands how to turn that ambition into social-first ideas that are distinctive, culturally relevant and right for each brand’s audience.

“KBD has built a strong partnership with Always Fresh, and we’re looking forward to bringing that same energy and creative thinking to SavourLife and Toscano.”

The Always Fresh extension follows a year in which KBD has delivered always-on organic and paid social, influencer and product-seeding programs, community management and a hero brand campaign.

The agency’s latest work, JarGate, turned an online disagreement about the correct way to open a stubborn jar into a creator-led campaign. Two creators demonstrated rival methods, more than 100 others were enlisted to defend their preferred technique, and Always Fresh stepped in as referee.

Ainslee Baruhas, Head of Client Partnerships at KBD, said the campaign demonstrated how the agency brings strategy, creative and influence together from the outset: “Influence works best when it isn’t treated as the distribution plan added after the idea is finished. With JarGate, creators were part of the creative engine. We started with a real behaviour and a conversation people were already having, then gave the creator community room to take sides, add fuel and make the idea their own.

“Bringing strategy and creative closer together allows us to find those opportunities earlier and build ideas specifically for the way people participate in culture.”

Adds Willis: “The team can’t wait to build on the momentum with Always Fresh and bring distinctive, attention-worthy campaigns to market for SavourLife and Toscano.”

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