Following a competitive pitch, The Jordans & Ryvita Company, a subsidiary of food giant Associated British Foods, has appointed The Hallway as its lead agency.

The independent agency will focus on driving local awareness and loyalty for Jordans cereal and Ryvita with brand strategy work underway and social media responsibilities commencing in the new year.

General manager of The Jordans & Ryvita Company, Charles Formby, said: “We were looking for an agency partner to show a clear understanding of our brands and the challenges they face in this market. The Hallway demonstrated a clear strategic approach to building and growing both Jordans and Ryvita, through rigorous strategic thinking and creative innovation. Their integrated offering across strategy, creative, PR, digital and social made them an attractive agency partner to work with.”

The Hallway managing partner, Jules Hall, added, “Both Jordans and Ryvita have wonderful heritage and brand equity. Our job is to bring that to the fore for Australians today. We’re thrilled to be partnering with The Jordans & Ryvita Company to grow the business and take both brands to the next level.”

Other subsidiaries of Associated British Foods include George Weston Foods, Twinings & AB World Foods.

This appointment follows The Hallway’s recent success in winning Independent Agency of the Year (Australia/New Zealand) in the Campaign Asia awards.