ReFil
The Digital Picnic has been appointed lead digital agency for protein snack brand ReFil, handling its digital and social marketing in Australia.
The Melbourne-based agency will oversee strategy, creative, content and performance reporting as ReFil builds its presence in the FMCG market.
Its work will include developing the brand’s social presence, testing creative and supporting retail growth and supermarket ranging.
ReFil is targeting consumers seeking convenient nutrition without the stereotypes associated with traditional performance nutrition.
Its creative direction will use fashion and editorial aesthetics to position the product as an everyday snack for active lifestyles.
The Digital Picnic account director Nicole Coombs said the agency would use creative testing to develop ReFil’s social content.
“ReFil is entering the market with a genuinely fresh perspective on protein snacking, and that is exactly the kind of brand challenge we love. Every piece of content is an opportunity to learn, refine and build momentum,” Coombs said.
“We’re excited to combine creative thinking with deep testing to develop social content that stands out, builds community and helps introduce more Australians to a protein bar that feels completely different to what is currently on shelf.”
ReFil sales and marketing director Julia Clark said the brand was targeting women seeking accessible and relevant nutrition.
“ReFil is speaking to a modern female consumer who wants nutrition to feel accessible, enjoyable and culturally relevant,” she said.
“The Digital Picnic is the right partner for that ambition. Its strong female leadership brings a deep understanding of how to create content that resonates with women, while its strategic and performance-led approach will help ReFil build a distinctive voice in a competitive category.”
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