Its media business, estimated at US$18 to $19 million by media sources, includes media planning and buying for juices, dairy drinks and soft drinks, which were previously held by various agencies. The entire business will now come under a single agency structure at Mindshare Singapore.
F&N Foods currently owns and markets a diverse portfolio of local brand drinks such as 100 Plus, Seasons, Ice Mountain, Magnolia, Farmhouse, Daisy, Fruit Tree Fresh, NutriSoy, NutriTea and aLive.
The move means the WPP media agency will now oversee the entire beverage portfolio under F&N, along with all Asia-Pacific Breweries' (APB) alcoholic beverage brands, a $20 million account which it won in February this year. APB is a joint venture between F&N’s parent company Fraser & Neave Group and Heineken.
Kenneth Low, assistant general manager, corporate marketing, at F&N Foods, said: “Mindshare has been a long-time partner to our business for many years, especially on the APB portfolio of brands. We trust it will extend its market-leading innovations to create competitive advantages for our F&N brands.”
Sony Wong, leader of Mindshare Singapore, said: “Our strong relationship with APB as well as our experience with the F&N business culture were the key factors for this strategic move.”
He added: “This move will now ensure the efficiency of managing F&N’s media and marketing investments through a single gateway.”
In addition to drinks, F&N Foods , manufactures, markets and distributes a wide range of canned and packaged milk and ice cream products in Singapore, as well as for export to Brunei, Papua New Guinea, Hong Kong, Taiwan, the Maldives and Africa.
F&N Foods currently owns and markets a diverse portfolio of local brand drinks such as 100 Plus, Seasons, Ice Mountain, Magnolia, Farmhouse, Daisy, Fruit Tree Fresh, NutriSoy, NutriTea and aLive.
The move means the WPP media agency will now oversee the entire beverage portfolio under F&N, along with all Asia-Pacific Breweries' (APB) alcoholic beverage brands, a $20 million account which it won in February this year. APB is a joint venture between F&N’s parent company Fraser & Neave Group and Heineken.
Kenneth Low, assistant general manager, corporate marketing, at F&N Foods, said: “Mindshare has been a long-time partner to our business for many years, especially on the APB portfolio of brands. We trust it will extend its market-leading innovations to create competitive advantages for our F&N brands.”
Sony Wong, leader of Mindshare Singapore, said: “Our strong relationship with APB as well as our experience with the F&N business culture were the key factors for this strategic move.”
He added: “This move will now ensure the efficiency of managing F&N’s media and marketing investments through a single gateway.”
In addition to drinks, F&N Foods , manufactures, markets and distributes a wide range of canned and packaged milk and ice cream products in Singapore, as well as for export to Brunei, Papua New Guinea, Hong Kong, Taiwan, the Maldives and Africa.
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