Ryvalmedia Melbourne has been appointed the full media remit for the health food business, Openway Food Co, whose brand portfolio includes Red Tractor, Table of Plenty and Keep It Cleaner.
Ryvalmedia was recently engaged for the media planning and buying for the launch of Red Tractor’s Aldi x Foodbank initiative. Red Tractor teamed up with Aldi and Foodbank for a “Buy One, Give One” initiative, whereby for every 1.6kg bag of Red Tractor oats purchased by customers at ALDI stores during the promotion, Red Tractor donated another 1.6kg of oats to Foodbank. This initiative provided over 3 million meals to Australians in need over the first two weeks alone.
Openway Food Co’s brands sell around 150 products, including sweet & savoury rice cakes, probiotic kefir, granola and dukkah (Table of Plenty), oats, granola, cacao powder, and chia seeds (Red Tractor), fermented foods such as kimchi, and protein bars and powders (Keep it Cleaner).
Suzanne Morrison, marketing and innovation director of Openway Food Co, said, “We are so excited to be partnering with such an experienced team as Ryvalmedia. Openway Food Co has been built around the principles of collaboration, transparency and agility and over the past 3 years we have focused on partnering across our supply chain, ensuring our brands work in harmony with nature’s finest ingredients, sustainable farming and responsible manufacturing practices to create holistically healthy foods.
“The next frontier is about raising the awareness and visibility of our brands through marketing investment, with a mission to provide healthier, great tasting foods accessible to everyone. As a certified BCorp, it was important for us to find a team that was aligned to our values and desire to make a positive impact, and we can’t wait to partner with Joseph and the Ryvalmedia team to see what noise we can make”.
Joseph Pardillo, managing director at Ryvalmedia Melbourne said, “The opportunity to partner with Suzanne and the Openway Food Co team is a privilege, with their clear mantra and passion to make it easier to source, eat and trust healthier, great-tasting foods. The partnership is a wholesome journey for our agency team, and we’re equally as excited to navigate the new economy retailer market with them and drive growth in an important segment within the ever-fragmenting food and beverage category. Their pioneering vision and strong sense of purpose within the health food sector aligns with our quest as a business who partners with leading brands that deliver unrivalled value for Australian consumers.”