Things are heating up at The Tite Group. The Toronto content marketing agency has been named agency of record for AB World Group following a summer agency review.
AB World Group is a division of Associated British Foods (ABF) – a diversified food company with annual sales £10.2 billion and 97,000 employees in 44 countries. The review took place during the summer.
Tite Group will oversee North American marketing for AB, which specializes in world cuisine through product lines including the Asian-focused Blue Dragon and the Caribbean-focused Levi Roots.
The agency’s assignment, effective immediately, begins with developing strategy, advertising and content for Patak’s Foods – AB’s line of Indian sauces and curry pastes.
Tite Group founder Ron Tite said that his agency is currently in the strategy-planning phase, but said that content marketing will be the foundation of future consumer outreach.
“Everything we’re doing for them is through a content lens,” said Tite, who launched the company in December 2011 after leaving his former position as vice-president, creative director with Sharpe Blackmore Euro RSCG (now Havas Worldwide) 10 months earlier.
“Does that mean we’re not going to have any ads? Maybe not,” said Tite. “We’re certainly going to invest in content that will bring consumers to the brand, helping us minimize our advertising spend over the long haul.”
Tite told Marketing that AB World Group has taken a “patient approach” to building the business, eschewing what he called “quick wins” in favour of growing market share gradually.
According to a February 2011 report in the Canadian Business Journal, Patak’s comprises the largest part of the AB World Group portfolio and has been number one in the Indian cuisine category in Canada for “many years.”
Patak’s media is handled by ZenithOptimedia Canada.
