Hort Innovation has appointed TBWA Sydney and Eleven to its roster of agencies following an extensive pitch process, AdNews can reveal.
TBWA’s remit for the initial three-year contract will include integrated creative, social and PR.
Hort Innovation is a not-for-profit, grower-owned research and development corporation for Australia’s $12.6 billion horticulture industry.
Hort Innovation invests around $120 million in research, development and marketing projects annually to provide benefits to the horticulture industry and the wider community.
TBWA will lead the creative, social and PR services for the fresh produce brands managed by Hort Innovation via the marketing levy.
These brands include Australian Apples, Australian Avocados, Australian Cherries, Australian Mangoes, and Australian Mushrooms.
Hort Innovation general manager, marketing and international trade Justine Coates says the "outstanding" TBWA team will help the organisation undertake a portfolio approach to marketing fresh Australian produce.
"TBWA will be pivotal in working with Hort Innovation to drive demand for a variety of produce, grow household consumption and contribute to building the health and wellbeing of Australian communities," Coates says.
TBWA chief executive officer Australia & New Zealand Paul Bradbury says the win is both important and exciting for TBWA Sydney and Eleven.
"We are proud to be partnering with Hort Innovation to continue to drive choice, consumption and grow demand of Australian fresh produce, that are the envy of the world," Bradbury says.
"We feel a strong sense of purpose to develop strong impactful creativity to continue to champion and support Australian Growers and Farmers, as well as encouraging positive healthy eating habits for all Australians."
The win follows the recent appointment of former Clemenger BBDO Melbourne executive creative director Evan Roberts as chief creative officer of TBWA Sydney.
Roberts replaced Andy DiLallo.
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