HelloFresh has selected IPG-owned agency Initiative as its media buying and planning agency following a competitive pitch.
The ad agency will handle the £16 million account and be put in charge of the brand’s above-the-line media across the UK. With the help of the pandemic, the rolling weekly meal-kit brand has grown considerably in recent years.
The news comes months after Initiative appointed its first chief investment officer, James Temperley.
Prior to the appointment, Incumbent Goodstuff collaborated with the fresh-food delivery company for five years. The agency’s re-pitch for the contract however, was unsuccessful.
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“I feel like HelloFresh and Initiative are made for each other,” Initiative UK and Ireland chief executive James Shoreland said.
“They created a category just over 10 years ago and are now the UK’s favourite recipe box. We are changing the way brands look at media and our strategic approach will help to create even more cultural velocity for HelloFresh.”
Initiative is part of the IPG Mediabrands network, working with clients like Deliveroo, Carlsberg and Lego.
Goodstuff managing partner Genevieve Tompkins added: “We’re very proud of the work we did with HelloFresh, and we wish them all the best with their new agency.”
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