Initials CX has been appointed as Pilgrim’s Food Masters’ consumer experience agency, following a competitive pitch process.
The agency will lead consumer activations across the Richmond and Fridge Raiders brands
The appointment comes as part of Pilgrim’s Food Masters’ wider strategic drive towards developing their iconic brands in 2024 and beyond. Stretching across various channels, the agency’s remit will include social, experiential, influencer and digital, to help Pilgrim’s Food Masters’ reach consumers in all stages of their purchase journey.
Chris Doe, Marketing and Innovation Director at Pilgrim’s Food Masters, said: ‘We’re thrilled to welcome Initials CX into our agency roster, as they will play a critical role in activating our Power Brands across a broader range of touchpoints, enabling us to show-up in an even bigger, bolder way with our consumers. We have some ambitious plans for Richmond and Fridge Raiders over the next few years and are confident that the combined firepower of our agency partners will help propel our brands forward in the next phase of their journeys.’
Julie Sexton, Client Services Director at Initials CX added: ‘We are delighted to be working with Pilgrim’s Food Masters and their legendary Richmond and Fridge Raiders brands. We can’t wait to flex our FMCG muscles to make these family favourites stronger than ever. Big ambitions and an exciting mix of channels and products – bring it on!’
The first piece of work will be going live in the new year.
Featured image: Pilgrim’s Food Masters’ x Initials CX