Zone appointed by Kerry Foods to lead on Pure account

The year may be coming to an end, but there's still enough time for us to report one more new-business win...

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We’re celebrating an early Christmas present here at Zone, in the form of another new-business win. Today, we’re happy to announce that, following a three-way pitch, we have been appointed by leading global food manufacturer Kerry Foods as the digital and creative strategy agency for its healthy lifestyle brand, Pure.

We’ve been tasked with raising brand awareness of the new range of Pure dairy- and gluten-free products, which is set for exciting growth throughout 2016. Zone will be responsible for creative development of the brand, helping to establish Pure as a leading voice both in the free-from category and beyond.

The brand, comprising Pure Sunflower, Pure Soya and Pure Olive Oil spreads, has achieved a market value of £6.1m, making it the No1 dairy-free spread in the UK. The free-from market is projected to reach £637m by 2019, with 33 per cent of UK consumers now buying foods labelled free from gluten, dairy or egg.

Pure’s brand manager, Ali Gibbons, said: “Digital natives are at the heart of a food revolution in the UK. They’re not looking for poor substitutes but something that tastes good in its own right. The free-from category hasn’t kept pace with this audience’s lifestyle. There’s an opportunity for a challenger brand like Pure to become the market leader with the right brand positioning and online engagement strategy. Zone’s experience of working with Coca-Cola and Prezzo means they are the perfect partner to help us achieve our ambition.”

Our CEO, Jon Davie, added: “The free-from category is evolving quickly and is ripe for a challenge. There is a real opportunity for a brand to disrupt and own the conversation in the category – and digital is key in helping Pure achieve that ambition.”