Kerry Foods names Zone to cook up push for health food challenger brand
Kerry Foods has tasked Zone to build creative and digital strategies for its health food brand Pure.
The agency was handed the six-figure brief following a three-way pitch to promote a new range of dairy and gluten free products. It will see Zone carve out a distinctive voice for the free-from range that consists of Pure Sunflower, Pure Soya and Pure Olive Oil spreads.
The products together are now worth a market value of £6.1m, making it the number one dairy free spread in the UK, claimed Kerry Foods. According to stats quoted by the business, the free-from market is forecasted to hit £637m by 2019, with 33 per cent of UK consumers now buying foods labelled free from gluten, dairy or egg.
Pure’s brand manager, Ali Gibbons, said: “Digital natives are at the heart of a food revolution in the UK. They’re not looking for poor substitutes but something that tastes good in its own right. The free-from category hasn’t kept pace with this audience’s lifestyle. There’s an opportunity for a challenger brand like Pure to become the market leader with the right brand positioning and online engagement strategy. Zone’s experience working with Coca-Cola and Prezzo means they are the perfect partner to help us achieve our ambition.”