Ryvalmedia Melbourne has been appointed the media account for health food business Openway Food Co, whose brand portfolio includes Red Tractor, Table of Plenty and Keep It Cleaner.
The agency was recently engaged in media planning and buying for the launch of Red Tractor’s Aldi x Foodbank initiative.
Red Tractor teamed up with Aldi and Foodbank for a ‘Buy One, Give One’ initiative. For every 1.6kg bag of Red Tractor oats purchased by customers at ALDI stores, Red Tractor donated another 1.6kg of oats to Foodbank.
This initiative provided over three million meals to Australians in need over the first two weeks alone.
Openway Food Co's brands sell around 150 products, including sweet and savoury rice cakes, probiotic kefir, granola and dukkah, oats, granola, cacao powder, and chia seeds, fermented foods such as kimchi, and protein bars and powders.
Openway makes private-label products for major retailers and brands and aims to lead the Australian health food sector across its brand portfolio with more than $100 million annual turnover.
The brand's marketing and innovation director Suzanne Morrison said the team are excited to be partnering with Ryvalmedia.
“Openway Food Co has been built around the principles of collaboration, transparency and agility and over the past three years we have focused on partnering across our supply chain, ensuring our brands work in harmony with nature’s finest ingredients, sustainable farming and responsible manufacturing practices to create holistically healthy foods,” she said.
“The next frontier is about raising the awareness and visibility of our brands through marketing investment, with a mission to provide healthier, great-tasting foods accessible to everyone.
“It was important for us to find a team that was aligned to our values and desire to make a positive impact, and we can’t wait to partner with Joseph and the Ryvalmedia team to see what noise we can make”.
Ryvalmedia managing director Joseph Pardillo said it is a privilege to partner with a team who is passionate about making great tasting foods easier to source.
“The partnership is a wholesome journey for our agency team, and we're equally as excited to navigate the new economy retailer market with them and drive growth in an important segment within the ever-fragmenting food and beverage category,” he said.
“Their pioneering vision and strong sense of purpose within the health food sector aligns with our quest as a business who partners with leading brands that deliver unrivalled value for Australian consumers.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.