Cambridge-based KISS Creative has been appointed by salad and vegetable grower G’s Fresh, to promote celery.
The agency has been selected to develop a strategic, digital and social media campaign to rekindle the nation’s love for the vegetable, and also to engage with a younger and more health conscious generation.
KISS pitched against five other agencies to win the celery account.
Amy Quant, G's Fresh head of marketing, said: “KISS impressed us with its strong creative design capability and digital expertise. The concepts the team presented were fresh and original and we are really looking forward to seeing them come to fruition.”
The agency was tasked with creating a big creative idea to deliver across various media including website, social media, online banner advertising, point of sale and guerrilla and street activity.
John Dibb, head of digital at KISS Creative, said: “The campaign idea, ‘Love the Crunch’, is focused on reminding consumers that celery is a very versatile vegetable and can be eaten in lots of different ways making it the ‘perfect partner’.
'The pop art style design and celebrity gossip style content on social media is particularly engaging and has helped give this more personality. We are already seeing positive feedback within the first few weeks since the launch of the social media campaign on 1 January.”
He added: “February will see the launch of a new website which will be based around recipes and the sharing of ideas. KISS will also be heavily involved with website and social media content creation in which YouTube and Vine videos will play a key role.”
The team at KISS has a wide range of food sector experience, including Bokomo Foods UK, Nestlé, United Biscuits, Nature Valley, celebrity chef Nigella Lawson, The Good Food Guide and All Recipes.
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