Food company Goodman Fielder has handed the creative and media strategy duties for its grocery brands to Havas following a competitive pitch.
The brands Havas will now look after include Praise, Meadow Lea, Olive Grove and White Wings.
John Chatterton, marketing director Goodman Fielder, said: "We are looking forward to working with the Havas group who have demonstrated great team spirit in their through-the-line approach to creative content development and strategic targeting to drive our brands forward.”
Havas has taken strategy from Naked and replaced Joy and Jack Watts Currie as creative for grocery brands. Joy holds onto Goodman’s bakery products account and Ikon holds media buying.
Anthony Gregorio, CEO Havas Worldwide Australia, said: “We are delighted to be working with Goodman Fielder. They are an innovative company working in an extremely competitive sector. We look forward to bringing the benefits of the Havas Village strategy to help them win in the supermarket aisles.”
Mike Wilson, CEO of Havas Media, added: "The Goodman Fielder win is another indication that clients are excited by the integration of creative and media. Lots of people are talking about it, we're actually doing it."