Nulaid Appoints Saatchi & Saatchi Cape Town

Cape Town - Saatchi & Saatchi Cape Town has been appointed by the Pioneer Foods-owned Nulaid brand.  The agency, which won the business in a three-way agency pitch, will be responsible for the above and below-the-line, shopper marketing, digital and packaging.

Nulaid has the bold vision of being recognised as THE national supplier of quality shell eggs and liquid egg products to satisfy the needs of the customers and their clients, and has contracted Saatchi & Saatchi to build preference for the brand amongst consumers.

Nulaid is South Africa's largest integrated commercial egg enterprise with facilities for rearing laying hens, several laying farms as well as egg packaging and processing facilities. Eggs are distributed nationally in the retail, wholesale and informal markets under the extensive range of the established Nulaid brand.

Commenting on the appointment, Roelof Viljoen, Nulaid general manager, says that Saatchi & Saatchi Cape Town was chosen after their successful strategic and creative pitch. "The egg category is fairly undifferentiated and our objective is to build preference for the Nulaid brand to the point that consumers request the brand," he commented. "We feel that Saatchi & Saatchi illustrated the possibilities clearly in their pitch."

Viljoen points out that Saatchi & Saatchi's seamless integrated approach at the pitch came across as a very attractive way to work. "This gives us confidence that the agency is going to play an integral part in taking the brand representation to new heights," he adds. "We believe that Saatchi & Saatchi can help us turn the brand into a Lovemark."

Ian Young, Cape Town MD at Saatchi & Saatchi says, "We are very proud to add Nulaid to our portfolio and look forward to meeting the challenge. We are particularly excited about being given the opportunity to influence all aspects of the brand from the packaging to in-store, digital to above the line."

Young continues, "The recent internal restructure of our agency gave us the opportunity to go into the pitch with a fresh approach from a revitalised team, which aided in us ultimately winning the account. We look forward to what 2011 brings."

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