Allied Pinnacle has appointed FMCG brand and design agency Molasses to help launch Wise Wheat to Australia, a new wheat that contains six times more fibre than standard flour.
Molasses won the business following a multi-agency pitch and, working alongside the Allied Pinnacle team, are developing the brand strategy, positioning and creative from naming and identity, through to campaign execution.
Molasses co-founder and brand director Dan Parritt said Wise Wheat has been positioned and named to highlight a wise choice for the consumer.
"The unique product proposition provides the best natural source of high fibre wheat flour in the market, and we knew we had to make this clear – from name and visual identity, through to the brand campaign. The logo has to do a lot of the heavy lifting as it is, at least initially, an ingredient brand," he said.
"We’ve created something that’s both bold and natural which we’ll carry through to the campaign work. We are delighted that Molasses specialist capabilities in FMCG branding and design have been recognised by Allied Pinnacle to help launch the brand in Australia.”
Allied Pinnacle CEO David Pitt said the company continuea to invest in bringing new products to market and Wise Wheat is one that answers increasing demands for natural, alternative and healthier eating options.
"Molasses demonstrated strong strategic and creative thinking around how to activate the brand and we look forward to working with the team on this exciting new launch," said Pitt.
Molasses launched more than six years ago by co-founders Dan Parritt and Kent Stewart and works globally. The Sydney-based independent agency partners with leading brands including Pernod Ricard, Duxton Vineyards, MILKLAB, Freedom Foods and Victa.
Set to launch in the second quarter of this year, Wise Wheat is all natural, farmed in Australia and high in amylose, meaning the resulting flour contains six times more fibre than standard wheat flour.
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