Sugar Australia has appointed Cummins&Partners to lead integrated communications thinking for Australia’s leading sugar brand, CSR Sugar.
The appointment comes after a market review, with work commencing immediately.
Jane Fraser, senior brand manager, said of the appointment: “We have big plans for the brand in 2017, and we’re delighted to bring Cummins&Partners on board to help us make these a reality.”
“In our search for the right partner, we were impressed by C&P’s track record of building strong brands with a real emotional connection to Australian consumers. We look forward to them weaving a little of that magic for the CSR brand in the coming year,” she added.
Tom Ward, managing director, Cummins&Partners Melbourne, said “We’re delighted to be working with one of Australia’s most iconic brands. We loved the process and the conversations we had with everyone at Sugar Australia that got us here, and we can’t wait to get cracking.”