ADF Foods, which was earlier American Dry Fruits, has appointed JWT to handle the creative duties. The Mumbai office of the agency will work on the brand.
The brand has been present in international markets with ready to eat products and is supposedly among the top companies in the world to provide ethnic Indian food.
It was the original owner of Mother's Recipe brand of pickles before the brand was sold to Desai Brothers in 2002.
ADF Foods intends to re-launch in the Indian market and JWT will be its partner in the mission. The agency won the business without a pitch process as ADF was happy with the communication package presented by the JWT team.
Bimal Thakkar, managing director, ADF Foods, says, "We consider JWT an extension of our marketing arm. Besides having great creative skills, they also have an in-depth understanding of the Indian market. Together, we endeavour to 'spice up' the Indian consumer's palate."
Dhunji S Wadia, managing partner, JWT Mumbai, says, "The mandate is an end-to-end solution, where JWT will partner on the unification platform and include digital media, events and activation, besides mainstream advertising. This is both exciting and challenging and we look forward to working together."
Recently, JWT retained the Pizza Hut business after the fast food chain had called for a pitch.
The agency is ready to tickle the Indian palate with an integrated brand development plan - right from packaging and retail design to the final brand communication.
In the international markets, ADF Foods is endorsed by Bollywood actor Juhi Chawla. However, in India, the actor will not be roped in as brand ambassador, confirms Wadia.