Symington’s Australia appoints The Integer Group as its new national marketing partner

Symington’s Australia has appointed promotional, retail and shopper marketing agency The Integer Group Australia, and strategic communications agency FleishmanHillard Australia, to deliver its national marketing strategy after a competitive three-way pitch.

The agencies, both part of the Whybin\TBWA Group in Australia, will initially focus on growing the business’ market share in the simmer and pasta sauces categories.

Symington’s recently took control of three of Australia’s favourite brands – Chicken Tonight, Raguletto and Five Brothers – in a major licensing deal with manufacturing giant Unilever announced last year.

Says David Cherrie, managing director of Symington’s Australia: “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.”

Says Georgia Bruton, managing director of The Integer Group Australia: “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.”

The agencies have entered into the planning stages with Symington’s, and are set to roll out the first campaign elements for the simmer and pasta sauces in early 2014.