Social-first creative agency Kill Boring Dead (KBD) has added two brands from SunRice Group’s ANZ portfolio to its client roster, while extending its existing partnership with Always Fresh for another year.
SavourLife and Toscano have appointed KBD as their social media agency of record following separate competitive pitches, taking the agency’s SunRice Group portfolio to three brands.
For Toscano, the ambient pizza base brand, KBD will lead social strategy and creative, building on its existing Together, We Eat brand platform.
The agency’s remit for Australian pet food brand SavourLife will cover social strategy, content and community management, with the first work set to launch in October.
Meanwhile, Always Fresh has extended its partnership with KBD for a further year following an initial 12 months working across organic and paid social, influencer and product-seeding programs, community management and a hero brand campaign.
KBD co-founder and director Marcus Willis said the agency’s expanded relationship with SunRice reflected the distinct opportunities across the three brands.
“Three brands within one group is a strong endorsement of the partnership we’ve built with the ANZ Marketing team,” Willis said.
“Always Fresh, SavourLife and Toscano each have distinct audiences and opportunities, and we’re excited to create work that is bold, relevant and true to each brand.”
SunRice Group ANZ chief marketing officer Christine Fung said the company’s “Build Brave” approach was focused on challenging category conventions and making bolder creative choices.
“KBD understands how to turn that ambition into social-first ideas that are distinctive, culturally relevant and right for each brand’s audience,” Fung said.
The Always Fresh extension follows KBD’s recent JarGate campaign, which took an online debate over how to open a stubborn jar and turned it into a creator-led campaign.
The campaign enlisted two creators to demonstrate rival techniques, with more than 100 others joining the debate before Always Fresh stepped in as referee.
KBD head of client partnerships Ainslee Baruhas said the campaign demonstrated the agency’s approach to integrating creators into the creative process rather than treating influence as a distribution channel.
“Influence works best when it isn’t treated as the distribution plan added after the idea is finished,” Baruhas said.
“With JarGate, creators were part of the creative engine. We started with a real behaviour and a conversation people were already having, then gave the creator community room to take sides, add fuel and make the idea their own.”
