Slingshot has won the Goodman Fielder Grocery account for media strategy, planning and buying, following a competitive pitch.

The independent Sydney agency has managed media for Goodman Fielder’s baking division’s brands, such as Wonder White and Helga’s for the past 12 months. It has now added the grocery division, which includes the Praise, White Wings and Pampas brands.

Simon Rutherford, CEO of Slingshot said: “As the incumbent on the baking side of the Goodman Fielder business, winning the grocery division business was a really important achievement for the agency. Winning any new business in a pitch situation is special, but when there is a possible downside of losing it’s even more motivating and special to have won.

“Goodman Fielder has a number of brands in its stable that are household names, brands including Wonder White, Helga’s, Praise, White Wings and Pampas to name a few; we’re looking forward to getting on with the work, which has already started.”

Nicole Fox, Goodman Fielder’s head of marketing – grocery said: “It made sense from a portfolio management point of view for the business to consolidate our media needs and spends with one media agency.  Slingshot were already doing a great job on the baking side of the business and impressed the grocery team during the pitch with their understanding of the consumer, insight and strategic thinking.

“We look forward to working closely with Slingshot to continue to build the profile of our suite of brands in the Australian market through innovative and well considered approaches to media.”