Breakfast and snack brand Carman's Kitchen has appointed Melbourne-based creative agency Kill Boring Dead its social-first creative agency.
Kill Boring Dead was selected for its track record of challenging the status quo in the FMCG space.
"We wanted to partner with an agency that would challenge us and elevate our social presence," said Carman's Kitchen founder and CEO Carolyn Creswell.
"Kill Boring Dead impressed us from the very first meeting with their unique approach to creativity and deep expertise across different channels.
“As two brands built on innovation, attention to detail and passion for what we do, this partnership feels like such a natural fit."
Kill Boring Dead CEO Marcus Willis said partnering with Carman's Kitchen is one of those rare moments where everything just clicks.
"They're not just one of Australia's most iconic brands, but they've also got something that most big brands don't: an unshakable hunger for creativity," he said.
"They didn't come to us for business as usual. They came to kill boring. And they meant it."
The remit will span across social-first creative initiatives, including content production, influencer marketing, user-generated content campaigns and paid social strategies, all designed to build momentum, foster community and further solidify Carman's place as the go-to health food brand for Australians.
"It's rare to see a market leader like Carman's still hungry for creative risk," Willis said.
"Most brands at that stage get comfortable. And staying too comfortable, for too long, is a slow, painful death. Right now, every brand is in a war for attention. The ones who win are the ones brave enough to push."
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