Masterfoods stirs up marketing strategy with WPP’s ‘The Kitchen’ agency appointment

MasterFoods, one of Australia’s most recognised and beloved food brands, has overhauled its agency approach, appointing WPP’s integrated and bespoke agency model, ‘The Kitchen’, to manage its brand portfolio.
The FMCG giant said the move signifies a strategic push towards a more integrated approach to marketing, aiming to deliver deeper insights, impactful campaigns, and engaging content for MasterFoods.
‘The Kitchen’ is a bespoke team drawn from across WPP, including T&P for creative, Essence MediaCom for media, and Hogarth for production. This integrated approach aims to deliver deeper insights, impactful campaigns, and engaging content for MasterFoods. The team will work in collaboration with other key partners, such as Enthral, to continue to build upon MasterFoods’ position in the Australian market.
Annabel Archer, Marketing Communications Lead at Mars, expressed enthusiasm for the new partnership, stating, “We can’t wait to bring this proven agency model, ‘The Kitchen’, to Australia for MasterFoods.”
T&Pm, a leading full-service creative and media agency, is part of the ‘Kitchen’ team. The agency is known for connecting talent and tech to drive growth for brands. Georgia Malcolm, Mars Client Lead at T&Pm, expressed excitement about the new partnership.
“We couldn’t be more excited to partner with Masterfoods and their pantry full of amazing brands.”
Essence MediaCom is another member of ‘The Kitchen’, alongside Hogarth Worldwide, the third member of the team.
MasterFoods boasts a leading range of herbs and spices, recipe bases, table sauces, marinades, mustards, relishes, and finishing sauces. The brand’s decision to adopt an integrated agency model reflects a broader trend in the industry towards more holistic and coordinated marketing strategies.
This move is expected to enhance MasterFoods’ brand positioning and engagement with Australian consumers, leveraging the combined expertise of ‘The Kitchen’ team.