The Mondelez-owned salad dressings and mayonnaise brand ZoOSh has selected Melbourne-based agency Online Circle Digital to manage its digital and eYeka for creative video production for its new marketing push in 2016.
Both agencies will work alongside the Carat media agency. The appointment comes as part of the roll-out of their 2016 strategic marketing plan focused on expanding market share.
Moving into an aggressive marketing campaign this year, the salad dressing and mayonnaise brand has teamed up with the creative crowdsourcing company eYeka and appointed the digital agency Online Circle Digital.
Says Matt Gray, brand manager, grocery, private label and food service at Mondelez International: “ZoOSh needs awareness and to be relevant with all Australians to grow the brand. While TV still plays a significant role, we can’t rely solely on traditional mediums to reach our audience. The Online Circle Digital team have a deep understanding of Australia’s digital and social media landscape and are hugely passionate in the space.”
The first task at hand is to drive awareness and recall of the ZoOSh brand on digital and social media channels with the production of a series of eccentric videos to convey the personality of the brand.
Says Lucio Ribeiro, head of strategy, Online Circle Digital: “There’s a clear opportunity for ZoOSh to build penetration utilising channels like Facebook and YouTube to shape consumer attitudes and build belief impacting recall and purchase propensity. We are super excited about the challenge and opportunity.”
The range of salad dressings and mayonnaise, featuring over 15 flavours, was launched in Australia by Mondelez International-owned brand Zoosh Foods in 2013.