Masterfoods appoints Nitro as lead agency for Mars
MasterFoods has appointed Nitro as the lead agency for its Mars brand.
In a statement released today, MasterFoods Australia New Zealand marketing director for snackfood, Mat Barbagallo, said: “Our experiences with the Mars brand this year gave us a lot of insights into the relationships that consumers have with this iconic brand.
“We approached our approved global agencies seeking proposals about how best to include these insights in our future brand strategy and communications. As a result of the reviews conducted we have decided that Nitro is the right agency to help us manage this great brand into the future.”
Changing the agency arrangements for the Mars brand consolidates the agencies working on the enrobed bar category for MasterFoods back to two, which is consistent with the business’ belief in the value of category focus.
“I want to thank Whybin TBWA for their efforts in supporting the Mars brand through what has been a challenging year. They were quick to offer their assistance to us during our recall in NSW, and contributed to the successful re-launch of the brand in August,” Barbagallo said.
