Melissa Askew via Unsplash
Flour and bakery manufacturer Allied Pinnacle has appointed full-service agency Nibble Edge as its digital partner.
As part of a new strategic direction, Allied Pinnacle is evolving beyond its B2B roots to become a consumer-led business.
Nibble Edge will deliver a broad digital scope, from digital experience design to content and social strategy.
The agency has already developed the digital and social channels for the launch of WISE WHEAT, a naturally high-fibre wheat flour.
Allied Pinnacle head of product and growth Melinda Taylor said the way businesses operate, interact, and serve customers is changing rapidly.
"We need to embrace those shifts to remain at the forefront of the industry. Digital transformation is a critical part of our strategy," Taylor said.
"We need to start operating differently to connect our business and supply chain with customers and consumers.
"The team at Nibble Edge came highly recommended, they have deep industry knowledge and they have a fast paced practical approach to move things forward which suits what we are trying to do.”
Nibble Edge managing director Deepika Rodrigo said the agency are loving working with the Allied Pinnacle team which have a fast-paced energy and ambition around digital transformation.
"Allied Pinnacle works with so many partners, from growers to milling, baking, and production, all the way through to distribution with retailers and foodservice partners," Rodrigo said.
"We know how digital experiences, technology and data can significantly unlock efficiencies across their entire supply chain while opening up new opportunities with consumers of baked goods. We’re excited to help make this vision a reality.”
The win comes six months after the merger of creative content agency Edge and digital specialist Nibble Digital.
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