Sugar Australia has appointed Cummins&Partners Melbourne to lead "integrated communications thinking" for Australia’s biggest sugar brand, CSR Sugar.
The appointment comes after a market review, with work commencing immediately.
CSR senior brand manager Jane Fraser says the brand has big plans in 2017, which it aims to make a reality with Cummins&Partners.
“In our search for the right partner, we were impressed by Cummins&Partner's track record of building strong brands with a real emotional connection to Australian consumers. We look forward to them weaving a little of that magic for the CSR brand in the coming year,” she added.
AdNews understands CSR has previously worked with a number of agencies for its various brands. Spinach was the agency of record for CRS Raw Caster Sugar.
Cummins&Partners Melbourne MD Tom Ward says: “We’re delighted to be working with one of Australia’s most iconic brands. We loved the process and the conversations we had with everyone at Sugar Australia that got us here, and we can’t wait to get cracking.”
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