ASIA-PACIFIC, OCTOBER 29, 2010 – Grey Melbourne has been appointed as the digital agency of record by bakery and gourmet food business Phillippa’s. The account was awarded without a pitch to the agency based on its proven creative track record and digital expertise.
Enjoying wide distribution supplying breads, pastries and provisions like chocolate truffles, muesli and spiced nuts to wholesale customers across Australia, Phillippa’s is associated with the slow food movement. It has three signature stores in Melbourne.
Grey Melbourne aims to solidify Phillippa’s position as a thought leader in the gourmet food category, whilst simultaneously reaching out to a previously untapped audience via blogging, video blogging and Twitter. Online activities to be carried out include providing a platform for Phillippa’s to share cooking tips and secrets with loyal customers and other foodies, as well as to enable new customers to familiarise themselves with the brand and its offerings.
According to Luke Waldren (in photo), Managing Partner, Grey Melbourne, “We identified social media channels to be most relevant and effective in opening up the brand to a stronger relationship with the rapidly growing foodies audience within Australia. We are also excited by the fact that our digital plans for Phillippa’s will leverage social media to enable stronger retail offers by using geo-locating technologies.”
Phillippa’s joins Grey Melbourne’s roster of clients which includes Transport Accident Commission, Victorian Electoral Commission, WorkSafe Victoria, Simplot, Playtex, AXA, GlaxoSmithKline and Procter & Gamble.
