DDB Melbourne has won creative duties on all of Golden Circle’s brands, which include an array of cordial, juice and tinned fruit products, B&T Today can reveal.
The agency won the business without a pitch from previous incumbent BCM. DDB has already started work on the account.
The account move follows Heinz’s $288m takeover of Brisbane-based Golden Circle in December last year.
Heinz, which has its Australian headquarters in Melbourne, decided to consolidate the Golden Circle business with DDB. The agency already works on several of the food giant’s brands.
DDB’s securing of the Golden Circle account has also led to Melbourne agency Marmalade taking on the Cottee’s business.
DDB previously worked on the cordial brand, another Heinz acquisition, but it has been decided to hand the account to Marmalade to avoid a clash with Golden Circle.
According to Nielsen AIS, Golden Circle spent just $500,000 in main media between April 2008 and March 2009. However, Heinz is expected to significantly boost the brand’s media spend following DDB’s appointment.
Andrew Little, group managing director at DDB, told B&T Today: “As a Queenslander myself, I know that Golden Circle is a truly iconic Queensland brand.
“It has been off the radar for a while, but we intend to get it back on track. This win is based on the great work we’ve already done for Heinz.”
