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IF Agency to develop PZ Cussons Asia campaign


IF Agency in Manchester, has been appointed by PZ Cussons to develop a baby food brand campaign for the Asian market.

It will be launching organic brand Raffety’s Garden in China, Hong Kong, Singapore and Indonesia.

“The challenges of developing campaigns for China and the wider Asian market are well known to IF, but selling an Australian baby food brand in the region has added an extra dimension,” explained IF Agency managing director, Christian James.

“Rafferty’s is an amazing brand, the work is beautifully natural and we’re looking forward to seeing a healthy growth in sales for the PZ Cussons team when it goes live.”

The agency will come up with a creative concept and brand guidelines to use across the region, to ensure consistent and “culturally empathetic” communications.

The campaign includes POS, print and digital advertising, as well as video for social media.

“China and the wider Asian markets are a key opportunity for our Rafferty’s Garden brand. We’ve loved working with the IF Agency team. Their insight-led approach has delivered a creative solution that builds on the natural goodness of the Australian brand heritage, but in a way that makes it relevant and compelling for the Asian audiences,” added Jane Hilton, group head of marketing – food & nutrition, at PZ Cussons.

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