Organic baby food company, Organix, has appointed Tullo Marshall Warren ( TMW – www.tmw.co.uk ) as its lead strategic and digital agency to market its growing range of baby and toddler foods effectively to prospective mums. They hope to replicate their current dominance of the toddler snack market (91% share of snacks and 45% share of total toddler) across the broader organic baby food market.

TMW, part of the Creston group of companies, is developing an innovative integrated strategy to engage mums with the brand, introducing them to their extensive new range of baby foods and educating them on the importance of baby nutrition. The brief involves defining a core brand proposition that effectively brings to life the true spirit of the brand, this will then form a core part of new campaign activity planned for later this year.

A vital part of the strategy will see Organix enabling mum-to-mum communication, allowing mums to access important advice and information which will allow them to make more-informed decisions about their nutritional choices for baby.

The full extent of the remit is still to be fully defined, but it is likely campaign activity in 2010 will span direct and digital marketing, social media, data, strategy and CRM.

Crispin Stephens, Marketing Manager at Organix, commented: “We are delighted to be working with TMW as they demonstrated to us from day one that they were able to fully get under the skin of the brand and displayed a shared passion for our brand, foods and philosophy.”

Emma Norman, Senior Account Director at TMW, added: “From the initial briefing with the Organix team, we found their zeal and commitment to what they do hugely infectious. Their enthusiasm is not just reflected in the food they produce, their environment and the wider team. Uniquely, it’s also shown through their desire to take things a step further than most in terms of forcing real, positive change. The Organix Foundation* works tirelessly to improve nutritional standards, with previous research paving the way for the likes of the Jamie Oliver’s School Dinners and Food for Life campaigns.”

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*The Organix Foundation is a grant-giving body that makes funds available for research projects that focus on the links between food quality and children’s health. These research projects can be in any academic field.

The Organix Foundation is funded by annual contributions from the profits of the Organix company, based in Christchurch, Dorset. Organix Brands Ltd was established by Lizzie Vann in 1992 and produces a range of organic foods for children.

Media contacts:

Susan Perolls at Loudmouth PR. Tel: 0207 981 9858. Email: susanp@loudmouthpr.co.uk
Ben Powell at Loudmouth PR. Tel: 020 7981 9859. Email: benp@loudmouthpr.co.uk

About TMW

TMW, founded in 1987 by Paul Tullo, Richard Marshall and Chris Warren, is one of the largest digital and direct marketing agencies within the UK and Europe. It offers clients a full range of services from strategy and planning through to creation, implementation, measurement and evaluation. With specialised departments including insighttmw (database management and analytics), publishingtmw (customer magazines and online content), activationtmw (experiential, retail and promotional marketing), tmwdigitalhealth (healthcare marketing) and Planning & Intelligence, it is able to offer sophisticated solutions to clients’ marketing communications needs. The agency works with some of the most respected brands in the UK and globally, including Nissan Europe, Unilever, T-Mobile, Diageo, RAF and Dubai Holdings

In 2006, TMW joined Creston plc, the FTSE-listed insight and communications group, comprised of eleven agencies, which have been grouped into three divisions: Insight, Communications and Health. The Communications division is jointly led by Chris Warren, CEO of TMW and Richard K. Warren, Joint CEO of Delaney Lund Knox Warren and also includes EMO, The Real Adventure and Nelson Bostock Communications. For more information visit www.tmw.co.uk and www.creston.com

Published on: 6:10PM on 10th February 2010