Frijj, the flavoured milk brand, has appointed digital agency Zone to manage its social media strategy as it looks to ramp up consumer awareness.
The six-figure brief will see the agency devise and execute a campaign targeting teens through online community management as well as creative activations.
Laura Sheard, head of marketing, said Zone’s work for clients such as Coca-Cola made it the “ideal partner”.
“There is a huge potential for food brands online. Food and drink is the number one talked about category on social media. Zone’s passion for maximising digital opportunities and experience at creating strategies which have a commercial and brand engagement impact for the likes of Coca-Cola GB , make them the ideal partner,” she said.
Jon Davie, Zone’s UK chief executive, added: “As FMCG brands look to exploit social opportunities more and social channels look to become more like advertising platforms, the challenge is how to bring the best of these models together.
“It can’t be about social media marketing for FMCG brands anymore. Instead, the starting point needs to be about FMCG marketing in a social world.”
Frijj is one of 11 brands in the Dairy Crest portfolio, which also includes Clover, Country Life and Cathedral City.