Simplot Seeks New Agency After Ending Eight Year Partnership With BWM Dentsu

Simplot Seeks New Agency After Ending Eight Year Partnership With BWM Dentsu

BWM Dentsu is concluding its eight-year partnership with Simplot after deciding to not participate in an upcoming Simplot agency review.

Shannon Cuthbert
Posted by Shannon Cuthbert

“We are immensely proud of the transformative brand work we have delivered in partnership with Simplot, but after eight years of a productive relationship, we have decided to not participate in the review,” BWM Dentsu Melbourne managing director, Mark Watkin, said.

Over the years BWM Dentsu has produced long-standing brand assets and award-winning integrated campaigns for Simplot brands including Edgell, Leggo’s, Birds Eye, Quorn, John West, I&J, Simply Great Meals and Simplot Seafood Specialists.

“Our strategy and creative teams have changed the way consumers view Simplot’s brands. We are particularly proud of the leading work we delivered for Birds Eye, Edgell, Leggo’s, I&J and John West.

“Over the last eight years, we have helped Birds Eye Fish, Edgell and John West to maintain leadership in their categories despite some of the toughest retail conditions ever facing Australian food manufacturers,” Watkin said.

“We’d like to thank the entire team at Simplot for a great eight years and wish them all the success in the future. I’d also like to congratulate the Simplot team here at BWM Dentsu for their ongoing commitment and hard work.”

BWM Dentsu’s creative work for Simplot has been recognised for a number of awards including:

  • Edgell ‘Eat well. Be well’ brand strategy and integrated campaign scored highest rankings in the history of Edgell
  • John West ‘Be Your Best’ Cannes 2013 Longfilm finalist
  • Birds Eye Fish Fingers relaunch Effie Silver 2011
  • Birds Eye Long Term Effie Finalist 2014
  • Australian Marketing Institute Award 2013 for best New Product Launch for Leggo’s Pasta Sauce range

“We would like to thank the BWM team for their partnership over the last eight years. BWM have been influential in driving the growth of our brands and ensuring they continue to be some of Australia’s most loved grocery brands,” Simplot chief marketing and digital officer, Fiona Allen, said.

BWM Dentsu will continue to deliver on planned projects until September 1.