MasterFoods adds WPP’s The Kitchen to its brand portfolio

MasterFoods has appointed WPP’s integrated agency model, The Kitchen, to its brand portfolio.

The Kitchen brings together a bespoke WPP team, with T&P offering full-service creative alongside EssenceMediacom leading media and Hogarth delivering production for the brand.

The agencies will work together, and the integrated approach aims to deliver deeper insights, more impactful campaigns, and engaging content.

The Kitchen team will work with other key partners like Enthral from an earned perspective to continue to build upon MasterFoods enviable position in the Australian market.

"We can’t wait to bring this proven agency model, ‘The Kitchen’, to Australia for MasterFoods," Annabel Archer, marketing communications lead at Mars, said.

"The local capability in integrated brand experiences shared by the WPP agency village is exciting. It is critical for MasterFoods to stay relevant in the race for attention and the need to adopt new models and behaviours is essential. We are very much looking forward to seeing what we can achieve together in 2025 and beyond."

"We couldn’t be more excited to partner with Masterfoods and their pantry full of amazing brands," said Georgia Malcolm, Mars client lead at T&P.

"As we head into 2025, our entire team is looking forward to hitting the ground running with some standout thinking. We can’t wait to add to the next chapter of this true Australian icon," Malcolm added.

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