Sanitarium has announced it has appointed Slingshot for media strategy, planning and buying after evaluating a number of alternative agency options.

Daniel Derrick, general manager marketing at Sanitarium said the company was impressed with the way that Slingshot approaches media strategy and buying.

“We like what Slingshot stand for and we are looking forward to working with their team on our brands,” he said.

Slingshot CEO Simon Rutherford said: “Securing any new business in a competitive situation is special, but to add an account like Sanitarium is extra special.

“Sanitarium has a number of iconic brands in its stable that are household names, brands including Weet-Bix, UP&GO and So Good. We’re really looking forward to getting on with the work.

“Slingshot’s core purpose is to take brands and people further, faster. Everything we do is designed to deliver on this vision each and every day.

“Like most businesses, we have company values. Unlike most businesses, we actually stand by our values and they guide us from the clients we work with to the way we deliver our work. It’s great to welcome new business that aligns well to our values based approach.”