US tortilla producer Mission Foods has selected Goodstuff’s G-Force without a pitch to oversee the media planning and buying duties for its UK branch.

According to Campaign, there was no incumbent on the account, with Goodstuff being appointed based on its experience in “media for equity” and working with “new-to-video-on-demand scale-up businesses”.

Mission Foods UK has however worked with a range of British agencies in the past, including Creature (now known as Modern Citizens) on its creative account, and VCCP Media on its media account.

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“We have seen a significant increase in our brand awareness which we hope will reach its highest ever level following the ITVX campaign,” said Hannah Blackburn, Mission Foods marketing controller.

Having launched “Wrap Mission Your Way” in April last year, the brand has now agreed a £2 million deal with broadcaster ITV to launch a three-month campaign across the ITVX portfolio.

Goodstuff managing partner of investment, Dave Carpenter called the appointment an “exciting opportunity” for the agency to “drive innovative strategies and deliver impactful campaigns together”.