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It has been learnt that the development is a result of a multi-agency pitch that was initiated last month. The size of the account is estimated at Rs 12 crore.
Spanish producer of Mediterranean food products, Borges, has roped in Law & Kenneth to look after the creative duties of its entire product portfolio in India. The account will be handled from the agency's Delhi office.
Reliable sources in the industry have confirmed the development. However, despite several attempts, Borges officials were not available for comment.
The brief given to the agencies was to help Borges gain leadership position in the segments it is present in India, particularly olive oil. The group intends to start some aggressive, integrated brand building and positioning exercises to gain prominence through various above the line (ATL) communication such as print, electronic and out of home (OOH) advertising, as well as some rigorous below the line (BTL) activities, in order to increase consumer interaction and connection. Borges wants to concentrate more on non-conventional media, rather than the conventional ones.
Interestingly, this is the first time that the company has appointed a creative partner. Earlier, the creative duties were being handled by a small agency on project basis as per requirements.
For the record, Borges is one of the largest producers of olive oil in the world. The group's complete product portfolio comprises olive oil, table olive, nuts and dry fruits, microwave popcorn and balsamic vinegar.