The agency will launch the 'Spread the truth' Canola campaign with teaser activity in digital during November 2011, closely followed by a fully integrated through-the-line campaign, including television, radio, magazine and PR.
Justin McCarthy, MD of the agency says, "The client offers us another opportunity to deliver long term solutions that create distinctive brands that engage with its users. We look forward to a really challenging and rewarding relationship."
"We are excited to be working with the agency, which has an extensive knowledge of the FMCG environment and a depth of experience in this category. It is a widely regarded agency, with a keen insight into the category which we look forward to drawing on as we roll out the brand campaign," adds Altaf Hassam, CEO, Epic Foods.
Commenting on the significant role digital will play in this integrated campaign, Kevin Power, agency client service director concludes, "As we go forward into an increasingly digital future, it's imperative that we develop campaigns with a strong digital backbone that seamlessly run through the entire project. We have developed a powerful campaign for the brand that will create a far reaching and important conversation - our aim is to challenge misconceptions and help educate consumers on the true benefits of Canola."
