Fresh@ was launched in December 2006 in Hyderabad. It aims to redefine the consumer shopping experience for groceries. The pitch for the business took place in October 2006. The media mix will consist of a mix of conventional and unconventional media
MAA Bozell has won the creative and media duties for Fresh@, the retail dairy food business of Heritage Foods India. The pitch for the business took place in early October 2006. The names of the other agencies at the pitch could not be ascertained.
Fresh@ was launched at the end of December 2006 in Hyderabad. It aims to redefine the consumer shopping experience for groceries – fresh fruits, vegetables, groceries and home needs. Pushpa Joseph, vice-president, MAA Bozell, Hyderabad, says, “We will be positioning the retail chain in a way that is unique and reflects the values the brand has to offer its consumers in terms of freshness, quality and convenience.”
The pitch was led by Antony Rajkumar, branch head, MAA Bozell, Chennai. He remarks, “The strategic thought on the brand is the single biggest reason for us winning the business. What played an equally important role was the practical approach to implementing the strategy and providing good creatives to support it.” The media mix will consist of a mix of conventional and unconventional media.
Heritage Foods India is the first dairy in South India to be accredited with ISO 9001 certification.
© 2007 agencyfaqs!