KBD named social agency for SavourLife and Toscano

The expanded relationship reflects the ANZ Marketing team’s focus on making bolder creative choices and developing distinctive work for each brand.

Social-first creative agency Kill Boring Dead (KBD) has expanded its relationship with SunRice Group’s ANZ portfolio, adding SavourLife and Toscano to its client roster and extending its existing contract with Always Fresh.

SavourLife and Toscano appointed KBD as their social media agency of record following separate competitive pitches. The appointments bring KBD’s SunRice Group portfolio to three brands, while Always Fresh has extended its contract with the agency for a further year.

KBD takes on social strategy for SavourLife and Toscano

For Toscano, an ambient pizza base brand in Australia, KBD will lead social strategy and creative, building on the brand’s Together, We Eat platform.

KBD’s remit for Australian pet food brand SavourLife covers social strategy, content and community management. The agency’s work for the brand is scheduled to launch in October.

Always Fresh extends KBD partnership

Marcus Willis, Co-Founder & Director, Kill Boring Dead: "Three brands within one group is a strong endorsement of the partnership we've built with the ANZ Marketing team. Always Fresh, SavourLife and Toscano each have distinct audiences and opportunities, and we're excited to create work that is bold, relevant and true to each brand. We also intend to find out exactly how much pickle content one agency can produce."

Christine Fung, Chief Marketing Officer for ANZ, SunRice Group: "Within our ANZ Marketing team, ‘Build Brave’ is about challenging familiar category conventions and being prepared to make bolder creative choices. KBD understands how to turn that ambition into social-first ideas that are distinctive, culturally relevant and right for each brand’s audience.

"KBD has built a strong partnership with Always Fresh, and we're looking forward to bringing that same energy and creative thinking to SavourLife and Toscano."

KBD builds social campaigns around creator participation

The Always Fresh extension follows a year in which KBD has delivered always-on organic and paid social, influencer and product-seeding programmes, community management and a hero brand campaign.

The agency’s recent JarGate campaign centred on an online disagreement about how to open a stubborn jar. Two creators demonstrated rival methods, more than 100 others were enlisted to defend their preferred technique, and Always Fresh acted as referee.

Ainslee Baruhas, Head of Client Partnerships at KBD: "Influence works best when it isn't treated as the distribution plan added after the idea is finished. With JarGate, creators were part of the creative engine. We started with a real behaviour and a conversation people were already having, then gave the creator community room to take sides, add fuel and make the idea their own.

"Bringing strategy and creative closer together allows us to find those opportunities earlier and build ideas specifically for the way people participate in culture."

Willis: "The team can't wait to build on the momentum with Always Fresh and bring distinctive, attention-worthy campaigns to market for SavourLife and Toscano."

www.killboringdead.com

www.sunrice.com.au

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