Leading global food manufacturer Kerry Foods has appointed Zone as its digital and creative strategy agency on healthy lifestyle brand Pure.

Zone won the six-figure brief following a three-way pitch.

The agency has 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 £6.1 million, making it the number 1 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 working with Coca-Cola and Prezzo means they are the perfect partner to help us achieve our ambition.”

Jon Davie, UK CEO of Zone said: “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.”

Zone’s clients include Virgin, Tesco, Coca-Cola and Barratt Homes

Published on: 7:54PM on 17th December 2015