Australian gourmet breakfast and snack brand Carman’s Kitchen has appointed Kill Boring Dead (KBD) as its new social-first creative agency. This partnership is set to ignite Carman’s brand presence, bringing bold, creative content, organic growth, UGC, and paid support to engage with the growing audience.
The collaboration is built on Carman’s commitment to quality, innovation, and a relentless passion for food that fuels. KBD, known for its rebellious and innovative approach to creative, was selected for its proven track record of challenging the status quo in the FMCG space.
“We wanted to partner with an agency that would challenge us and elevate our social presence,” said Carolyn Creswell, founder and CEO of Carman’s Kitchen.
“Kill Boring Dead impressed us from the very first meeting with their unique approach to creativity and deep expertise across different channels. As two brands built on innovation, attention to detail, and passion for what we do, this partnership feels like such a natural fit. We couldn’t be more excited for what we’re going to make together.”
“Partnering with Carman’s Kitchen is one of those rare, delicious moments where everything just clicks,” said Marcus Willis, CEO of KBD.
“They’re not just one of Australia’s most iconic brands, but they’ve also got something that most big brands don’t: an unshakable hunger for creativity. They didn’t come to us for business as usual. They came to kill boring. And they meant it. We’re excited to see where this partnership goes. Early signs point to ‘not boring.”
The remit will span across social-first creative initiatives, including content production, influencer marketing, UGC campaigns, and paid social strategies, all designed to build momentum, foster community, and further solidify Carman’s place as the go-to health food brand for Australians.
Carman’s Kitchen is stocked in over 35 countries and has become a household name known for its nourishing snacks and pantry staples made with real ingredients. Founded in 1992, the brand has grown by staying true to its core values of quality and passion, ensuring that its products are crafted with the highest standards.
“It’s rare to see a market leader like Carman’s still hungry for creative risk.” added Willis. “Most brands at that stage get comfortable. And staying too comfortable, for too long, is a slow, painful death. Right now, every brand is in a war for attention. The ones who win are the ones brave enough to push. That’s exactly why we’re here.”
The team at KBD will take Carman’s into the next phase of its digital and social journey, shifting from traditional approaches to social-first, bold, and purpose-driven content that speaks directly to the brand’s engaged and loyal community.
