Fit & Flex, the latest entrant in the breakfast cereal category, has awarded its digital mandate to Garage Worldwide following a multi-agency pitch process. The account will be handled by the agency’s Mumbai office.
The appointment of the agency is part of the Ahemdabad based brand’s growth plans to capture a share of the market. Fit & Flex recently launched its granola brand in the market with a clear focus on health enthusiasts who don’t want to compromise on taste for a healthy meal. It is established in Gujarat with its presence in a large number of retail stores and e-commerce sites and now, plans to grow its footprint nationally.
Read Also: Advertising: Male celebrities led ad volumes in F&B on TV in F&B in Q2
Raj Kamble, founder and chief creative officer, Garage Worldwide said, “It is always most exciting to partner a brand when it’s in its early stages. Food and health are both evolving so drastically in India while our large food brands remain traditional for the most part. We have a chance here to create a brand that’s truly built for the present and future – both in terms of product and communication, and we are most thankful to the Fit & Flex team for this opportunity.”
Read Also: Opinion: Three and a half trends that are likely to shape the M&E industry
Pathik Patel, founder and director, Fit & Flex added, “We started the Fit & Flex journey 6 months back and are expanding at a very rapid pace across India. The future looks bright as well as challenging.Digital and social media will play a crucial role in establishing Fit & Flex as a granola brand. We wanted an agency which has the right mix of creative, strategy and technical knowhow and Garage has ticked all these boxes. For a young brand like us, having a right team at the very beginning of our journey is of utmost importance and I am hopeful with Garage, we have a strong team who will help us position Fit & Flex as a truly global brand.”
Watch BE+ | Way forward mantras for post COVID world | Leading marketing leaders like Deepa Krishnan, Anurita Chopra, Samir Singh to Santosh Iyer, across sectors in the special video series