Simplot Australia has appointed CHEP Network as its lead creative agency following a competitive selection process. The agency will take creative stewardship across Simplot’s portfolio, which includes brands such as John West, Edgell, Chiko, and Leggo’s.

The partnership will involve strategic direction, ideation, and production for brand campaigns, product launches, and ongoing activities. The collaboration aims to enhance Simplot’s emotional connections with growers and continue delivering high-quality products to consumers.

Simplot’s former creative agency was Wunderman Thompson, a merger of J Walter Thompson and Wunderman formed in 2018. Wunderman Thompson was then merged with VML Intelligence to form VML in 2023.

Work under the new CHEP partnership is set to begin in February.

Lee Leggett, CHEP CEO, expressed enthusiasm about the new collaboration, stating, “We are thrilled to be partnering with Simplot – their business & brands are iconic. The pitch process was brilliantly run, and we’re looking forward to collaborating with their team to build a brand that not only resonates with our consumer but also drives lasting growth through bold creativity and strategic thinking.”

Thomas Penn, CHEP Managing Director – Melbourne, also shared his excitement, “We look forward to helping Simplot continue to build on the incredible success of the amazing brands that make up its business. It’s going to be a lot of fun.”

Simplot Australia is a food manufacturing business known for its long-term partnerships with Australian farmers and supply chain, focusing on high-quality Australian produce and global seafood.