As revealed in The Drum, organic food company Whole Earth Foods has appointed Lidl's content agency Cubaka as it looks to use social to broaden its focus beyond health and fitness fans.
The brand wants to integrate its social output with its 'down-to-earth-goodness' positioning, and the consultancy's remit will span content strategy and community management as well as media planning and buying.
Whole Earth, which is part of Wessanen UK’s portfolio of health brands, recently overtook Sun-Pat as the UK's top peanut butter following a 14 per cent growth in sales.
The company's brand controller, Adele Ward, said: “With lots of changes underway already, and new product launches around the corner, we’re really excited about what we can achieve through social next year."
Simon Rutherford, Cubaka’s managing director, added: “Whole Earth is a great extension to our food category portfolio. It's also a perfect fit for our ethos of using social to help challenger brands level the playing field because, like many of our clients, Whole Earth has been challenging the category norm."
The account was awarded after a competitive pitch against two other agencies and work will begin in January 2016.
Read more on The Drum.