AB Mauri scouts for creative agency

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 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.