Aunt Bessie’s prioritises shopper marketing with Initials appointment

Aunt Bessie’s has appointed Initials as its shopper marketing agency. Following a competitive pitch against four undisclosed agencies, Initials will be handling shopper marketing across the Aunt Bessie’s brand.

The appointment is part of a wider strategic shift by Aunt Bessie’s to give more focus to shopper marketing. Initials was selected in part thanks to its broad-ranging experience in the FMCG sector, with clients such as PepsiCo, Philips and Mondelez. Run out of the Initials Leeds office, work will commence immediately with support from the London team.

The agency will be using its breadth of knowledge of shopper behaviour, combined with award-winning campaigns, to engage shoppers and increase exposure for Aunt Bessie’s entire food portfolio. Initials’ first campaign will be to drive awareness for Aunt Bessie’s new cake launch, creating noise in a category less synonymous with the brand, but where Aunt Bessie’s is adding more focus.

Shaun Smith, sales director at Aunt Bessie’s, said: “We very much see our work with Initials as a strategic partnership. The agency’s track record in the FMCG sector is a great fit for Aunt Bessie’s as we increase investment in shopper marketing. Initials’ attitude and emphasis on the shopper fits well with our long-term plans.”

Richard Barrett, managing director at Initials, said: “Aunt Bessie’s is a household name, and at Initials we pride ourselves on working with brands to maximise returns in the rapidly changing world of shopper marketing. The FMCG market is crowded, but our Leeds team will be leading the way on this account to engage modern shoppers in an imaginative and effective way.”

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