Ankit Ajmera

AB Mauri scouts for creative agency

The advertising agencies so far invited to take part in the pitch include McCann-Erickson, Grey Worldwide, O&M, Lowe and Interface

AB Mauri India, a fully owned subsidiary of the UK-based Associated British Foods, is scouting for a creative agency for its bakery ingredients products. The company manufactures and supplies yeast and bakery ingredients such as mixes and improvers for breads, pizzas, cakes and variety of other bakery products to pizza chains, bakeries and FMCG companies. It claims to have a turnover of more than Rs 100 crore in India.

The pitch process will commence on September 5. The agencies already invited to participate in the pitch are McCann-Erickson, Grey Worldwide, O&M, Lowe and Interface. The business is currently handled by Crayons Advertising.

AB Mauri scouts for creative agency
The participating agencies have been asked to work on creatives around the concept ‘Bread 4 Life’. This is based on the insight that the consumption of bread products is still exceptionally low in India as compared to other markets. In fact, the Indian consumer is of the belief that bread is not healthy. The objective of this campaign will be to focus on benefits of bread, such as no cooking time, to portray it as a healthy and convenient snack for people of all ages.

AB Mauri plans to launch the campaign by the first week of October this year. The media mix will include print and outdoor advertising, Internet promotions, point of sale activities and event-based marketing. Television advertising is not being considered at the moment. The advertising budget is expected to be in the region of Rs 2-3 crore for the initial phase.

In India, AB Mauri is based out of Chennai. It has12 sales offices and warehouses, and a wide distribution network to potentially reach various bakeries in the country, it says. The company is soon coming up with an innovation centre in Bangalore. It has yeast manufacturing plants in Chiplun (Maharashtra), Sikandrabad near Delhi and Kalyani near Kolkata.

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