Australian company Peters has appointed marketing agency CROSSMARK to represent its stable of ice cream brands in the corporate and independent grocery channel.
The stable of Peters brands the CROSSMARK team will manage includes Drumstick, Original, Frosty Fruit, Connoisseur, Fandangles, Maxibon, Light and Creaming and Skinny Cow, among others.
CROSSMARK is responsible for delivering Peters’ sales through in store execution excellence. This will be delivered by driving core distribution of the iconic Peters brands while partnering with key stores to be “category captains”.
As a result of its appointment, CROSSMARK has assembled a specialised team of sales professionals with more than 150 years of FMCG experience to manage the corporate and independent grocery channels across Australia.The field sales team will partner with key stores to develop in-store solutions to generate improved profitswhile sharing innovative category management within the Australian grocery channel.
Peters Ice Cream national business manager Rusty Hardacre said: “A formidable and strategic partnership has been born with Peters Ice Cream and CROSSMARK coming together. The Peters team believes CROSSMARK has the industry strength, expertise and knowledge to execute channel plans with excellence.”
CROSSMARK client manager Peter Hanson said: “This will be a partnership of continuous improvement at CROSSMARK, and with the right vision and direction, the right people visiting the right stores with the right tools and resources, we will become that one person a retailer wants to see every visit. Our goal is to be adding value to the retailers using the insights provided by Peters as this will achieve overall success for all parties. We pride ourselves on providing open, honest and transparent communication, collaboration and fact-based insights and reporting to our retailers and Peters while continually improving quarter on quarter.
“We are already seeing some early successes from the partnership, including achievement of more than 2,500 new distribution gains within the first 12 weeks. We are on track to achieve NPD speed to market around Peters Original (Lolly Bag/Show Bag 2L), Light & Creamy and Fandangles. These results have been achieved while we are completing audits to build our knowledge base to set ongoing targets for execution excellence.”
