SYDNEY: The Metabolic Food Company has appointed independent ad agency Ursa to develop an integrated marketing campaign for the SuperStart breakfast cereal brand.
The agency will develop a campaign aimed at the premium health food market, but also look to attract a broader consumer base. A campaign will launch in the next three to four months.
Metabolic director, and former managing director of creative agency Workshop, Justin Smidmore, said: “It taps right into the growing need for truly healthy natural food – with none of the usual cereal suspects like tons or sugar, salt and carbs.
“We quickly realised we needed a marketing communications company who shared our ambition and our ‘challenger’ brand status. Ursa not only understands the health category but also how to communicate essential food values. We’re excited by the work we’ve seen so far. We want to run it all.”
SuperStart is sold in Australia, New Zealand and the UK. In Australia, stockists include Healthy Life stores, About Life and other quality health food retailers.
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