My Food Bag has appointed Saatchi & Saatchi as its agency of record, following a competitive pitch that began earlier this year.
“We were all hugely impressed by Saatchi’s speed, ideas and collaborative approach,” said My Food Bag founder/co-ceo James Robinson.
“Their people are clearly believers and winners – validated by their recent Axis successes. We are incredibly excited about taking our next steps as a business with them at our side. For us it’s a match made in foodie heaven.”
Saatchi MD Paul Wilson said: “My Food Bag is one of New Zealand’s fastest growing most innovative, ambitious and progressive businesses in the market right now. What they’ve achieved already in such a short space of time is phenomenal.
“We are absolutely thrilled to be partnering with them on their next phase of growth.”
As part of the pitch process, My Food Bag also appointed ZenithOptimedia as its media agency. Wilson said ZO worked closely with Saatchi throughout the pitch “and will continue to do so moving forward”.
My Food Bag launched in 2013 and now has over 30,000 customers across 17 cities in New Zealand and Australia.
The business delivers weekly recipes and ingredients for fresh, healthy and tasty meals straight to the door. In the space of three years, My Food Bag has become the third largest NZ food retailer behind Foodstuffs and Progressive and has annualised revenues of nearly $100million.
“My Food Bag’s exponential rise is unparalleled in New Zealand, even outpacing the growth of companies like Xero and TradeMe,” Wilson said.
There are currently seven food bags in the range, feeding everyone from families through to couples or singles with vegetarian and gluten-free options now available. Further innovations are to be released this year.
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