Harris Farm general manager buying and marketing, Tristan Harris.
SYDNEY: Family owned and operated supermarket chain Harris Farm is holding its first ever marketing strategy pitch, and expects to reach a final decision imminently.
Harris Farm is searching for an agency to handle its general marketing strategy, and has culled its longlist to a shortlist of three, including the agencies Workshop, Brand Story and Chapter 4.
This marks the first time Harris Farm has held such a pitch, and signals a concerted effort by the supermarket chain to strengthen its marketing procedures.
“As we continue to grow, and as our competitors in the marketplace attempt to change their positioning, we need to develop more firepower when it comes to marketing strategy,” Harris Farm general manager of buying and marketing, Tristan Harris, said.
While refusing to be drawn on future strategic marketing activities, Harris did say that the success of this pitch, and the resulting marketing partnership, will determine whether a creative advertising pitch will be held. Harris Farm does not currently have a creative agency.
“For the time being, Harris Farm is focusing on the marketing strategy pitch. Any action we take afterwards depends on the success of this pitch.”
The organisation’s media agency, Fusion Strategy, is under no threat of a media buying review.
Harris Farm’s main media spend in the 12 months to April 2010 was $0.5 million, up from $0.4 million in the previous corresponding period, according to Nielsen.
Harris said that the company’s overall annual media spend is closer to $1 million, and that Harris Farm uses local media like community newspapers “to great effect”.
SYDNEY: Family-owned supermarket chain Harris Farm is holding a pitch to appoint a brand strategy agency as part of expansion plans.
The winning agency will handle general marketing strategy. Harris Farm has culled a long list of agencies to a short list of three; Workshop, Brand Story and Chapter 4.
Harris Farm general manager of buying and marketing, Tristan Harris, said: “As we continue to grow, and as our competitors in the marketplace attempt to change their positioning, we need to develop more firepower when it comes to marketing strategy."
Harris said the appointment may lead to a full blown creative advertising pitch. “For the moment, Harris Farm is focusing on the marketing strategy pitch. Any action we take afterwards depends on the success of this pitch," Harris said.
Harris Farm has increased its main media spend in the recent past, rising to $0.5 million in the twelve months to April, up from $0.4 million in the previous corresponding period, according to Nielsen.
But, Harris said that the company’s overall annual media spend is higher, because it makes heavy use of local community newspapers.
Media buying, handled by Fusion Strategy, is unaffected by the review.
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