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Independent media agency Half Dome has been appointed the media agency for the ANZ plant-based nutrition business, Vitasoy.
Half Dome, following a competitive pitch involving both holding groups and independent agencies, has been tasked with full-service media planning and buying, as well as leveraging its strategic expertise to deliver long-term growth.
The agency will work closely with existing agency partners Leo Burnett, and The Pistol which has recently been appointed to the social remit on Vitasoy.
Made locally made in Wodonga, Victoria since 2001, Vitasoy is continuing its growth phase as the plant nutrition experts, having recently launched its Let’s Grow a Better World campaign, as well as entering the plant-based yogurt market, all of which are Australian sourced.
Joe Frazer, Half Dome co-founder and head of growth, said the agency is deeply appreciative of the diligent process led by the teams at Vitasoy and media consultancy Madclarity.
"Their professionalism further validated our agency's strategic approach, which continues to resonate in the marketplace," Frazer said.
"More importantly, we see a cultural alignment between our companies, a shared ethos where challenging each other leads to breakthroughs and superior outcomes. We eagerly anticipate this dynamic collaboration driving both businesses forward.”
Nick Bartram, Vitasoy general manager of marketing and strategy, said Vitasoy is very excited to welcome the Half Dome team into the fold.
"Throughout the competitive pitch process, Joe and the team demonstrated an impressive understanding of our category and business and brought clever, innovative ideas to the table," Bartram said.
"Half Dome’s pioneering nature and cultural approach mirrors ours internally and we’re looking forward to leveraging these synergies for greater success.”
The Vitasoy appointment is effective 1 July.
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