MAA Bozell has been awarded the creative and media mandate for Heritage Foods India’s retail business, Fresh@, following a multi-agency pitch, which was called in the first week of October 2006. Heritage Foods is one of the leading players in the dairy food business in South India.
Santhosh Unni, Head-Marketing and Operations, Heritage Foods India, said, “In keeping with our brand vision and the business model, the marketing communication proposed by MAA Bozell was original and inspiring, and their understanding of the brief given was showcased in the creative work presented. We are really excited about working with the MAA team.”
Antony Rajkumar, Head of MAA Bozell, Chennai, who led the pitch, said, “The strategic thought on the brand is the single biggest reason for us to win the business. What played an equally important role was the practical approach to implementing the strategy and providing good creative to support it.”
He further said, “We are offering a mix of conventional and unconventional media. However, we cannot share more details on the strategy due to the confidentiality nature of the work.”
With Fresh@, Heritage Foods India marks its foray into the organised retail market of fresh fruits, vegetables, groceries and home needs. Heritage’s Fresh@ retail stores benchmark with international standards in quality and convenience. The brand Fresh@ is a reflection of the value the brand aims to bring to the consumer in terms of freshness, quality and convenience.
“The agency’s task is to create a positioning for the brand that is unique yet relevant. It is this positioning that will give Fresh@ a winning hold in this retail segment,” said Pushpa Joseph, Vice-President, MAA Communications Bozell, Hyderabad. The retail chain of Fresh@ stores has been recently launched in Hyderabad, with plans to set up more such stores in other cities.